Engaging Consumers in Cause Marketing

Professor Eikenberry has started a very engaging discussion on "Cause Marketing" with her article “The Hidden Costs of Cause Marketing” Although giving a very skeptic point of view; Professor Eikenberry's article has been nothing but very beneficial for "Cause Marketing". The discussion continued on Selfish Giving with many thoughtful comments from people.

The point that I want to discuss about Professor Eikenberry’s article is her argument around cause marketing making consumers passive and individualizing solutions to collective problems. She argues that by consuming products that are related to cause marketing, consumers fall into the trap of thinking they have contributed to the cause and they are less likely to participate in any other action (raising funds, awareness or volunteering).

I do not believe Cause Marketing should be the only way that a company responds to environmental and social causes, but it can very well be a part of the portfolio. Cause marketing initiatives does not have to be limited to purchase behavior either. Cause marketing for me is a brand differentiation opportunity and has to be managed and resourced by marketing teams (with consultancy from CSR department)

Prof. Eikenberry is pointing out the consumer point of view and the risk of consumers feeling good just by shopping but not getting involved in other actions. Perhaps she is right; cause marketing has that kind of side-effect. But this side-effect should not prevent us insisting on the cure and even making it a better cure.

I think this risk is equally an opportunity for the companies and for the charitable organizations. Cause marketing campaigns have potential to be created in a way that allows companies and charities keeping the connection to the consumer even after the purchase and helping them take action on behalf of the cause -obviously with not all of them but with the ones who would make the extra efforts- Marketing teams are getting very experienced on keeping the on-going interaction with the consumers so why could not they do it for the cause marketing campaigns. This is easier than ever with the increasing importance of digital social networks in consumers lifes and non-profit organizations are getting experts of leveraging those platforms.

This long-term engagement is only possible if Cause Marketing initiative is a perfect fit for company’s long term marketing and CSR strategy. Only then it is possible to create a community that cares and gets mobilized for the cause and keeps the connection to the brand.

We will see bad and good examples of cause marketing going forward, some of them will have side effects and will do more harm than good but eventually the good examples will beat the bad ones.