Companies Using Cause Marketing

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The economic downfall has changed the way most of us feel about spending money. There are several kinds of consumers, but generally most have become more conservative whether they are watching their pennies or at least adjust their budgets accordingly. The desire to be more conservative comes from either not having enough, being worried about the economy, or feeling guilty about overspending when others have so little.

Businesses have sought marketing strategies to make spending more appealing to consumers. More than ever, these companies promote donations and are exemplifying a level of personal and social responsibility and giving back. This new strategy replaces the sense of guilt with a sense of purpose so that when they decide to buy, they are also helping those less fortunate, or worse.

Here are a couple companies that have adopted this strategy pretty successfully:

Southwest Airlines †When booking a flight on Southwest Airlines you are not asked to donate money, but the impression they want to give consumers is that their company structure focuses on giving their employees the opportunity ...
... to volunteer. Other than their “Bags Fly Free” and “Want to Get Away” campaigns, here is a full version of a current TV Ad spot they are running:

The Gap †The Gap has been a long time supporter of the (RED) Foundation that helps to fight AIDS, Tuberculosis, and Malaria in regions of Africa. When you purchase one of their (RED) products, they vow that fifty percent of the profits will go towards this foundation.

Starbucks Coffee †This popular coffee house chain also takes part in the (RED) Foundation with the sale of special gift cards. They also have a webpage for their Shared Planet Program which emulates a reputation of environmental stewardship. You can see their efforts at http://www.starbucks.com/sharedplanet/index.aspx.

The list of companies that use cause-related marketing tactics is extensive. It would be cynical to say that the origin of these efforts is based solely on marketing and advertising. Genuinely, most companies want to make a difference in the world if they have the means to do so. However, getting you to spend more bucks and making you feel better about it doesn’t hurt their bottom line either. Just for kicks, take some time to notice just how many commercials you see today that mention some kind of “giving back” incentive to their customers…do you think this is effective marketing?