Cause Marketing

I believe cause marketing is important, because nowadays customers want to know that the company that they are supporting they share their desire to make the world a better place by supporting an important cause. I think that there is a strong connection between entrepreneurship and giving. If the business does not stand for a cause, it could be very likely that consumers may turn to a competitor that does support a cause.

Causes also add purpose and meaning to shopping. For example, the brand "TOMS," is a one for one company meaning whenever we buy a pair of TOMS another pair is given to a child in need across the globe. I think knowing that makes people feel good about themselves when purchasing TOMS and makes the brand seem passionate.

Also, I think cause marketing is beneficial both for the cause and the brand. The cause that the brand partners with gets support in the form of money and exposure. On the other hand, the brand will get an image lift with consumers by being associated with the cause, which should increase sales.