A beer brand touting its disaster relief efforts. A car brand supporting gender equality. A vacation rental company pushing for diversity. Recent years have seen a rise in the number of brands aligning themselves with causes, a trend that has found its way into advertising’s biggest night—the Super Bowl. Brands backed a cause in just 6 percent of Super Bowl ads a decade ago. Today it’s about a quarter of all spots, according to Charles Taylor, professor of marketing at the Villanova School of Business.