It has long been the goal of any cause campaign to create that emotional connection between a consumer and a cause. Tapping an emotional cord helps consumers spring to action in support of important issues, but is oftentimes easier said than done. Now, as technology continues to change how we interact with the world around us, more cause marketers are harnessing the power of virtual reality (VR) to create entirely new, shocking, eye-opening and honest immersive experiences – bringing consumers along on the cause journey like never before.
Showing consumers the true impact of their purchases that support social and environmental initiatives can be difficult for brands. In fact, less than a quarter of Americans (24%) believe their purchases make a significant positive impact. And although it may be impossible to take every single consumer to the areas impacted by CSR efforts, technology is making it possible to bring consumers along on that journey, creating life changing experiences right from a computer or mobile device.
Adults with autism oftentimes have difficulty finding work. In fact, young adults with autism are significantly less likely to work for pay outside the home as compared to others with learning disabilities or speech and language impairments (58% vs. 90%), according to The Guardian. But advocates stress that with proper training, a person with autism can successfully enter the workforce and has unique strengths that lend to succeeding in certain industries. Now, a few major companies are offering their support, helping individuals with autism thrive in technology jobs.
This week will mark three years since the Rana Plaza collapse in Bangladesh on April 24, 2013, an event known as the deadliest in the history of the garment industry. The tragedy took the lives of more than 1,100 garment workers, brought the consequences of fast fashion to a global audience and put the fashion industry's fundamental supply chain issues under the microscope and into the public conversation.
Taking a fledgling company from startup to viable business isn't easy. In fact, 90 percent of all startups fail, according to Forbes. And although many entrepreneurs may be focused on getting by with the bare minimum until the business gets off the ground – a new school of thought is being championed by some of the world's most successful business leaders, advocating for CSR to be built into the business model from day one.
Super Bowl organizers are taking this captive audience to create a force for good, asking consumers to play a part in making the event the "most healthy, sustainable, shared, and socially responsible Super Bowl ever...
As world leaders in business and government convene to discuss the most pressing global economic issues, social and environmental topics have taken center stage...
As the refugee crisis continues across the globe, many displaced citizens are going without access to basic needs such as clean water, food, clothing and shelter. Many companies are stepping up to provide aid, from Ikea's flat-packed refugee shelters to Google's $5.5 million donation match to humanitarian groups. Yet sometimes a company's own product can be the very best source of relief.
Cause marketing during the holiday season is nothing new. Companies have long realized the power of appealing to consumers' hearts and wallets to break through the holiday clutter. Although this year is no different with dozens of campaigns in the marketplace, there is a new twist on conventional efforts. Companies and nonprofits are moving beyond the shopping transaction and engaging consumers to spread even more good cheer with digital activations.
Adele's not the only voice you'll hear from "the other side" if you listen closely this week.
That other sound you'll hear – if you'll just pause Hello for one moment – is the buzz of thousands gathering across the pond, in Paris, for the 21st Conference of the Parties (COP21). It's a buzz so electric, you can almost feel it.
In the wake of Black Friday, Small Business Saturday and Cyber Monday is #GivingTuesday. Harnessing the power of social media, #GivingTuesday is asking shoppers to observe the season of giving in a different way: by first donating then sharing their giving stories using the hashtag #GivingTuesday. Yet, when it comes to online giving, a sizeable gap still remains between what Americans say they will do and what they have actually done.
Men across America are chucking their razors during the month of November, but it's more than just a fashion statement, it's a declaration in support of men's health. Movember is now firmly established as a cause marketing effort with "oomph," and is turning heads as it targets one of the most overlooked segments of shoppers: Millennial men.
With teens spending an average of nine hours a day interacting with media, especially social media, it's no surprise online bullying has become a rampant issue. In fact, more than 40 percent of teens have reported being bullied online and nine-in-10 who have witnessed online bullying have done nothing to stop it. Organizations are doing their part – harnessing hashtags and teen think tanks to brainstorm solutions and encourage youth to take a stand against online bullying. Cartoon Network's "Stop Bullying: Speak Up" campaign and Coca-Cola and DoSomething.Org's recent "Happiness Hackathon" are great examples. Now, a new PSA campaign just launched that make the issue emotionally compelling and easy for teens to take action against online bullying as it happens.
Black Friday has traditionally been one of the biggest shopping days of the year. Last year alone, 86.9 million people shopped, resulting in sales of $50.9 billion. But murmurings of "Black Friday fatigue" have surfaced recently, with some organizations taking a different approach to the day – the most memorable being Patagonia's bold move urging consumers, "Don't Buy This Jacket". Now another major brand is stepping forward, standing by its values and opting-out of the retail holiday altogether.
Wearables have been all the rage recently and many organizations have tapped into the technology, making it easier for consumers to link physical activity to a good cause.
Late last month the United Nations approved the Goals for Sustainable Development (SDGs), the most comprehensive and ambitious set of 17 goals to end poverty, fight inequality and injustice, and tackle climate change by 2030.
There's no denying that cause marketing has evolved from its inception over 30 years ago. Campaigns are flashier, consumers are more critical and the issues are more complex. And although some pundits may be issuing the cry to "kill cause marketing," it's hard to argue with the incredible impact a strong and compelling cause marketing campaign can make on the world around us. This year, one campaign celebrates 10 years of life-changing work through a simple call to action.
It's so rare today when a real person presents him or herself in an emotionally compelling way. We are experiencing it this very moment with the Pope's visit to the U.S.