4 Keys to Creating Cause Marketing That Benefits Both Brands and Nonprofits

It takes art and science to build social awareness and lift bottom lines

Häagen-Dazs is now connected with stemming honey bee colony collapse. Häagen-Dazs

Over the past decade and particularly as millennials have flexed their buying muscles, marketers have learned the value of being “socially conscious” in attracting and retaining consumers. But as marketers attach themselves to specific causes, it’s worth noting that some have failed spectacularly. Misses can take many forms—from having no apparent relationship with the cause itself to poor implementation or just overall lack of authenticity.

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This story first appeared in the March 13, 2017, issue of Adweek magazine. Click here to subscribe.