A Two-Way Street

People tend to care more about things (people, companies, etc.) that care about them in return. For instance, more people are emotionally invested in their families than in people they've never met before. There is a bond created by mutual investment that impacts how people look at influences in their lives.

It's easy to get tangible satisfaction out of a relationship with people - one can feel a hug or read a note and understand the relationship as a two-way street. Companies, however, must invest in the causes their consumers care about to drive customer satisfaction. Consumers are more likely to choose a company that invests in good causes than a company that doesn't, and it's easy to understand why. When consumers are spending and putting money into a company, they'd like to see some of that diverted to good causes rather than just a CEO's bank account. Professional sports teams are almost required to invest in their communities as they would not exist without fanatical community support to drive ticket sales and revenue.

Companies that choose to engage in cause marketing get an added benefit as well, and it's not one the community necessarily sees. Employees who give back make the workplace more sustainable and add to the environment around them. Employees who give experience and contribute to a collaborative workplace, rather than a myopic, self-centered environment. People don't just want to shop with responsible companies, they often want to work for them.