Cause Marketing

Ben & Jerry’s Launches Activist Ice Cream Flavor

Over the past year, we’ve seen many brands take activist actions in support of issues close to the company or stakeholders. Whether that’s the Penzey’s Spices CEO note after the 2016 presidential election or Patagonia’s lawsuit against the president, many brands are no longer afraid to wade into contentious topics – including politics. And the latest exmample? Ben & Jerry’s* has launched a new ice cream flavor – just eight days before the United States midterm elections – aimed at celebrating activists who “lick injustice.”

Barbie Aims to Break Stereotypes with Dream Gap Project

From Always’ “Like a Girl” to Brawny’s “Strength Has No Gender,” combatting gender bias has become a popular cause for brands. Indeed, campaigns like these have elevated the conversation around gender and even transformed perceptions. Now a nearly six-decade-old brand is putting its marketing force behind the cause to inspire girls and change the mindsets of parents.

International Committee of the Red Cross Uses AR to Show Reality of War

Over the past few years, the topic of refugees has dominated the news. Despite the widespread conversation, the realities of wars in faraway places are still hard to grasp for most people. To help them better realize the effects of conflict, a few companies have recreated scenarios to give consumers a glimpse into how war affects people’s every day. The International Committee of the Red Cross (ICRC) just launched a new campaign to create an experience using today’s latest technology, allowing everyone, everywhere to immerse themselves in what is happening thousands of miles away.

National Nutrition Month: Turning wasted calories into working calories

March is National Nutrition Month®, an annual campaign created by the Academy of Nutrition and Dietetics to focus attention on the importance of making informed food choices and developing sound habits related to eating and physical activity. This year’s theme is “Go Further with Food” and it has a dual focus, encouraging healthy eating habits, while also urging Americans to find ways to eliminate food waste. The campaign aims to connect the dots between the health benefits of meal and snack planning with the resulting implications related to food waste.

Stella Artois Puts the Global Water Crisis Into Perspective With Waiting Game Stunt

Earlier this month, Stella Artois used the major marketing power of the Super Bowl to urge fans to help provide access to safe drinking water for people in developing nations. Now the beer giant and their longstanding partner, Water.org, are contextualizing the basic need of water and bringing the message to life – beyond the safety of TV screens and couches and into the unsuspecting real world.

Brands Build Momentum for #GivingTuesday

Since it launched in 2012, #GivingTuesday has grown to become a recognized day of giving back in the U.S. and around the world. Last year, charities raised $180 million —an increase of 44% over the previous year. Now, what started out as a day focused on nonprofits has garnered the attention of companies as well. This year we saw companies create fun and unique ways to invite consumers to purchase while giving back on one of the biggest giving days of the year. Here are a few campaigns that caught our eye:

Save the Food Takes Guess Work (and Waste) Out of Thanksgiving Planning

Each year consumers spend $218 billion on food that ends up going to waste. And, about $277 million of that waste will happen during Thanksgiving — when Americans begin to plan, purchase and prepare lavish meals which usually result in leftovers that ultimately end up in the trash. Now, two organizations have partnered to create an easy-to-use innovation that curbs food waste while making holiday cooking a little bit easier.

Burger King Shaves to Show Support for Movember

November marks the start of the hairiest month of the year: Movember. During this annual event hosted by the Movember Foundation, men across the world grow out their ‘staches to raise awareness of men's health issues, such as prostate cancer, testicular cancer, and men's suicide. This no-shave-November, one company is helping change the face of men’s health by changing their own.

Companies Take the Lead Against Childhood Cancer

September is National Childhood Cancer Awareness Month, an opportunity for society to recognize the families affected by childhood cancer and the researchers, doctors, hospitals working fervently to treat them. But, more importantly, September is an opportunity for companies to take a stand and potentially save lives by supporting research into better cures and treatments.

UNICEF Stops Traffic to Campaign for Children in Conflict Zones

Stunts have long been in marketers’ playbooks as a way to grab consumers’ attention and highlight a specific product or service.  Recently however, we’ve seen an influx of cause-related stunts– from 2 Chainz’s pink Trap House to KIND’s giant pile of sugar in downtown New York City. This week, New Yorkers witnessed a stunt, which took advantage of the large city stage and a particular moment in time, bringing an underrepresented issue to light and sparking conversation with a broad audience.

Instagram Gets Candid About Mental Health

Although mental health has been a taboo topic in the past, over the last year, many companies have started to tackle wellness in a more holistic way. Just last month, Kaiser Permanente debuted an ad featuring a surprising spokesperson for mental health: Stephan Curry. This May, for Mental Health Awareness Month, one more unexpected voice is jumping into the wellness conversation.

What’s Trending in Back-to-School Cause Marketing

Parents, teachers and communities are going to great lengths to increase attendance and create a vibrant learning environment for kids heading back to the classroom, from a 4th-grade teacher's viral "welcome back" rap video, to an Arizona mayor going door-to-door to urge high school dropouts to re-enroll. And companies are joining in as well, lending their unique tools and assets to help kids grow and learn both in and outside of school.

Naked Juice Fights Food Deserts with Food Selfies


In one day, the world takes more than one million selfies, the average Millennial spends one full hour of their week dedicated to taking selfies and a young adult will take more than 25,000 pictures of themselves in a lifetime. There's no doubt selfies have taken over the newsfeeds and lives of many young adults – but now, marketers are tapping this enthusiasm to educate, inspire and motivate young people on important issues.

The Body Shop Turns to Tinder for Cause Marketing

As we move firmly into the digital age, one of the tenets of marketing has become "meet consumers where they are," whether that's a phone, tablet, computer or smartwatch. And as marketers in the cause space get increasingly savvy, we're seeing innovative ways to integrate a company's social impact messages into consumers' everyday experiences, including a smart appliance that triggers a donation, harnessing emojis for fundraising and a fitness tracker just for kids with a cause tie.