Welcome to the Dove Direct Print and Marketing Blog. Today's post, "Why Cause Marketing Matters Beyond a Pandemic," discusses the idea that philanthropic initiatives, coupled with corporate responsibility, help demonstrate a brand's social commitment. The commitment can revolve around concepts such as helping drive change, lead the quest for social justice, or shift the focus to brand impact instead of merely existing, or marketing for the sake of brand goals. Naturally, sales and marketing will continue developing tactics that satisfy the brand while managing customer expectations, above and beyond brand sales and recognition. On the other hand, cause marketing is not new and has been around for decades. However, the disease-carrying coronavirus places brands under the cause marketing scope, due to higher levels of public scrutiny and expectations.
Our Quote of the Day: "Life isn't about waiting for the storm to pass. It's about learning how to dance in the rain." - Author Vivian Greene
All Marketing is Purpose Driven
When we examine why marketing exists, we know that the goal speaks for itself. Most businesses are in business to make a profit. That pretty much speaks for itself. Marketing, from its inception, was originally a single focus advertising instrument meant to drive sales. No more, no less. However, in today's digitally influenced world, the concept of marketing, while retaining its original purpose, has expanded to include a variety of subsets, for which marketing plays an integral role.
Therefore, the concept of marketing has expanded to become a more robust communication tool across various messaging purposes that fall outside of the previous unified sales focus. Aside from the different marketing objectives we experience these days, actionable intelligence from the consumer perspective is pushing the envelope of corporate change. As we can see from various iconic brands, they are listening to the bevy of consumers demanding change for the better; if not, change for all.
Consequently, we contend that corporate "cause marketing" has become a vital brand barometer and a significant player in affecting change. Brands that fail to take corporate responsibility by the horn may be subject to long term consumer dismissal. Depending on the industry and immediate need for services or products, that still places all brands in the crosshairs for change, and those that veer away from presenting meaningful, caring content, could pay a steep price long term.
Brand Value on the Line
What is noticeable during this pandemic is that consumers are exasperated, angry, and have had enough of what has gone on for decades. As a result, we are witnessing a dramatic change every day. Brands are woke, or paying attention, now.
The Washington Redskins will succumb to consumer pressure and change their name and logo. Who could have predicted that in 2020, the Washington Redskins major iconic brand sponsors would force the football franchise into an untenable position, change the logo, or they pull support? The consumers, along with FedEx, created the causality that forced the franchise to change its name.
Examples of brands that have been participating in cause marketing include Ben and Jerry's, Subaru, Uber, AT&T, Microsoft, American Express, and a host of others.
An American Express Cause Marketing Campaign
Over the course of a three-month timeline, American Express promised to contribute a penny for each credit card transaction and 1 dollar for every new card issued. To support the campaign, Amex made a substantial investment in a media campaign. The campaign generated $1.7 million, which was designated to restore the Statue of Liberty and Ellis Island.
The causal marketing campaign had an enormous impact on Amex's perceptions about business strategies while simultaneously engendering Amex to the idea of cause marketing. The Amex results were eye-opening, with a 45% jump in new cardholders, including a significant uptick in card usage with +28%.
Overall, regardless of the industry the brand is navigating, giving back to solve problems, and helping to improve communities, can lift a brand to new heights. The current health crisis opens the door for brands to leverage cause marketing, which can produce a win-win-win, a win for the consumer, a win for the community, and a win for the brand!
Positive Behavior Change
Jeremy Seow, APAC managing director, growth and innovation, for Allison+Partners recently stated, "We've seen an increase in cause marketing briefs in the industry, with two key drivers of this shift —brands putting purpose at the center of its marketing efforts and brands seizing the opportunities presented to do something meaningful to support its communities during this time." He goes on to say, "The opportunity for communicators is to demonstrate the positive impact that a brand is providing to help drive a specific behavior change. This means a narrative shift to communicate less of the 'doing' and focusing more on the 'impact' of a brand's efforts to inspire other organizations to do the same."
Brand Purpose
Paul Mottram, APAC regional director for Zeno Group, adds, "Purpose, should exude in the brand's core values rather than through a project or campaign. For instance, Nike's campaign from 2018 with NFL star Colin Kaepernick couldn't have landed well if the brand hadn't already built its purpose around championing black-American athletes and done work over the years to show that."
There is a danger, however, with COVID-19 front and center, that brand purpose is lost, comes under scrutiny, or fails to uplift. Furthermore, brands that appear to be using the pandemic to deliver profits could produce adverse results. It behooves marketers and brands to protect their authenticity by doing the creative, and endeavor to do the hard work to avoid poor execution or rushing the process.
Why Cause Marketing Matters in the Future
Due to the ongoing COVID-19 pandemic, we could be in this predicament for quite some time. Google has already stated that marketing has shifted. As we learn more about COVID-19's mutation characteristics, we will most likely be in some form of a health crisis for the foreseeable future.
That is why cause marketing will continue, but it will evolve to cover and address more needs of the populace, communities at large, and new situations that may arise as unintended consequences as we navigate this situation. The odds are in favor of brands continuing to explore and benefit from cause marketing concepts, now and in the near future.
The Net-Net
Marketing, advertising, and sales will continue well into 2020 and beyond. That is the core principle behind having a capitalistic infrastructure. However, all brands should take a temperature check to understand what is happening on the ground and how those situations will impact the brand. Lastly, technological advances will also change behavior. Therefore, regardless of the changes, together, we may have to rely on our better angels. Thanks for reading, "Why Cause Marketing Matters Beyond a Pandemic."