A Good Cause

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Tuesday, November 3rd, 2009

Admittedly, I have fallen prey to the marketing promises of obtaining an Adonis-like body in 90 days or less. For years I told myself that I would lose those “few extra pounds” (40 to be exact) that perfected my muffin-top shape but somehow was never committed to the cause.

I soon realized that every cause needs a little inspiration and motivation behind it. Once I told my family, friends, and co-workers about my weight loss goal I suddenly had a team of militant-tattle tails watching my every nibble; ultimately, it was the additional push I needed to sustain the momentum. Surprisingly, those around me felt inspired to follow suit and suddenly I had formed my own little cause-related band of salad-eaters.

You see, a good cause can set any plan into motion. In fact, more recently major brands have been augmenting their traditional marketing approaches with cause marketing as they see the tangible benefit of connecting their product to goodwill. Recent reports (onPhilanthropy and IEG, Inc.) show that cause marketing sponsorships by US businesses is on the rise with $1.11 billion spent in ‘05 and a projected $1.57 billion in ‘09.

Take for example Yoplaitʼs “Save Lids to Save Lives” campaign to help fight breast cancer, or Product Red where companies like Apple, Motorola, and The Gap promote “Red” products with part of the proceeds going towards the global fight of AIDS, TB, and malaria. Sure, these charitable campaigns encourage sales and brand adoption, but they ultimately enable individuals to become more involved with a greater cause; overall, a brilliant win/win strategy.

Disneyʼs latest “Give a Day, Get a Disney Day” promotion is asking individuals to give a day of service with the added incentive of receiving a free pass at one of the Disney parks. Imagine what this campaign will do for communities across the country if they hit their goal of 1 million service days.

Some may say these companies are self-serving and are only trying to improve their brand persona by tying in with a cause. I say, give them the benefit of the doubt and follow suit. Whatʼs the worst that can happen? A new park gets cleaned up? A child in Africa is saved? Breast cancer research receives additional funding? Bottom line, people are more likely to change a particular behavior, or adopt one brand over another, if it is for the greater good of society.

The integration of cause marketing can make a great campaign suddenly unbelievable by sparking consumer action and societal involvement. Admittedly, I never really liked to shop at The Gap but knowing that buying a pair of Khakis can fight AIDS on a global scale…I will take two pair please.