More companies using cause marketing

I think that in the past few years we as consumers are finding a need for some social responsibility. People like knowing that when they buy a product they are supporting an important cause.

Companies that use cause marketing have a chance at attracting consumers that would not have otherwise bought their product. The same holds true in reverse; a lot of these charitable initiatives would go unnoticed without the companies that support them. I have a friend that thinks Toms shoes are the ugliest things ever, but she's bought a few pair because she likes their mission of donating a pair of shoes for each one purchased.

I've seen an great number of companies from start-ups to giant corporations that are launching social initiatives and I believe their efforts are rewarding them. If nothing else it has the ability to enhance a business' reputation and strengthen customer loyalty. People like to know they are making a difference.