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

How can you keep pace with an accelerating marketing ecosystem? Join us at Brandweek Sept. 12–16 in Miami alongside leading CMOs, founders and change makers from GatoradeMarriottAlo YogaCampbell'sUncommon James and more. Book now.

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.

AW+

INDEPENDENCE DAY SALE

Subscribe today!

APPLY PROMO CODE "JULY20" AT CHECK OUT FOR 20% OFF

View Subscription Options

Already a member? Sign in

Adweek magazine cover
Click for more from this issue

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