Cause Marketing: A Game Changer for Marketing Professionals

When for-profit and nonprofit organizations combine forces to make a difference, everyone wins. Cause marketing can win over customers in a genuine way and still achieve company success.

Establishing Authenticity is Key

In an era when consumers are increasingly scrutinizing food and agricultural brands, authenticity has become the holy grail of building brand affinity and loyalty. And cause marketing is proven to deliver this game-changing authenticity consumers crave.

The vast majority of consumers (86%) say authenticity matters when deciding what brands they like and support. That number is even higher among millennials, with 90% saying authenticity is important.
Seventy-one percent (71%) of U.S. consumers say that they can relate to authentic brands and therefore want to back them, and 70% report that authentic brands give them a “stronger feeling of confidence.”

For food and agriculture brands, authenticity means having values consumers share and behaving in a way that brings those values to life genuinely, consistently, and transparently.

One of the most effective ways to demonstrate authenticity is through cause marketing. It genuinely showcases your values and commitment to making a positive impact on society. By supporting a cause that reflects your values, you convey a sense of authenticity that resonates with consumers.

Building Emotional Connections Matters

Cause marketing has the remarkable ability to forge deep emotional connections between brands and consumers. When a brand aligns itself with a meaningful cause, it shows that it cares about more than just profits. This emotional connection fosters loyalty and advocacy among customers, as they feel proud to be associated with a brand that stands for something bigger than itself.

Four out of five (81%) emotionally connected consumers promote brands to their closest circle and spend more on the brand, too.
Seventy-one percent (71%) of customers recommend a brand based on their emotional connection to it.

Attracting a New Generation of Customers for the Future

Millennials and Generation Z, the driving forces behind today’s consumer market, prioritize social and environmental issues. They seek out brands that share their values and actively contribute to making the world a better place. By incorporating cause marketing into your strategy, you’ll be better positioned to appeal to these younger consumers, ensuring the longevity of your brand.

Seventy-six percent (76%) of millennials and Gen Z consumers have purchased or would consider purchasing from a brand to show their support for a specific issue.
Seventy-one percent (71%) of Gen Z consumers said their impression of a brand is positively impacted by its association with a social cause.
A whopping 90% of Gen Z consumers believe companies must act to help social and environmental issues.

Increasing Customer Engagement Enhances Brand Reputation

Cause marketing campaigns often involve storytelling that connects your brand with the cause on a personal level. That deeper level of customer connection creates a sense of purpose beyond the transaction. Engaged customers are more likely to participate in your campaigns, share your message, and become advocates for your brand.

Sixty-eight (68%) of consumers say that brand stories influence their purchasing decisions.
Customers who like a brand’s story are 55% more likely to consider buying from the brand.

Cause Marketing Drives Sales and Profitability

While cause marketing has altruistic motives, it can also lead to increased sales and profitability. Customers are more likely to choose products or services associated with a cause they support, especially when they know a portion of their purchase will go toward that cause. This can lead to a win-win situation where your brand grows while contributing to a greater good.

Eighty-one percent (81%) of consumers are more likely to purchase products or services from brands whose values align with their own.
Seventy-three percent (73%) of consumers believe that brands can take action and promote messages that both increase their profits and improve social conditions at the same time.

Looking for inspiration? Check out these examples of successful cause marketing:

Are you ready to leverage the power of cause marketing and take your brand to the next level?

At MorganMyers, we help our clients authentically align their brands with the right causes to build emotional connections, differentiate from the competition and build loyalty to drive sales.

If you’re ready to explore the power of cause marketing for your brand, just fill out this form or contact me directly at Mhamrin@morganmyers.com.

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