More than ever, today’s consumers wish to support brands that align with their values. Brands that consistently activate purpose-driven campaigns can strengthen their relationships with their audience, fostering loyalty and sales growth.
A recent Accenture study found that 62% of consumers want companies to take a stand on social, cultural, environmental and political issues that matter to them. Moreover, according to Harvard Business Review, 64% of consumers with brand loyalty cite shared values as the primary reason.
There are many successful examples of brands developing long-standing initiatives that have secured tremendous consumer following and confidence. TOMS’ “One for One” campaign, where they donate a pair of shoes for every purchase, has been a cornerstone of their brand. This sustained approach ensures consumers see the company’s cause as an integral part of its identity, not just a marketing tactic.
Similarly, Patagonia has long been synonymous with environmental activism, not just because it’s trendy but because sustainability is deeply ingrained in its mission. Their campaigns, such as “Don’t Buy This Jacket,” resonate because the brand consistently advocates for reduced consumerism and environmental stewardship.
Our longtime client, Owens Corning’s Roof Deployment Project, an initiative that provides free roof installations to veterans and their families, is a powerful example of how cause marketing can be socially impactful and beneficial to a company’s brand. Owens Corning has built trust with its audience and created lasting loyalty by aligning its mission with something core to its business –protecting homes.
A recent Kantar Purpose 2022 Study reveals that brands perceived as having a high positive impact on society grew 2.5 times faster in brand value than those without a clear purpose. For brands seeking to build a similar cause-driven strategy, the following insights highlight essential elements for success:
Consistency is Key
One-off campaigns may garner short-term attention, but long-term consistency is what builds a solid reputation. Brands that continuously commit to a cause gain deeper consumer trust. The Owens Corning Roof Deployment Project is an ongoing initiative (yearlong), not a one-time event, which is crucial in building lasting relationships with consumers and communities. The program was born nearly a decade ago and continues to grow yearly.
Purpose-Driven Tip: Make cause-related initiatives an ongoing effort. Consumers are more likely to engage when they know a brand is genuinely committed to a long-term cause.
Tap Partnerships to Maximize Impact
Partnering with relevant organizations can amplify the impact and credibility of your cause marketing efforts. Strategic partnerships provide resources, increase visibility, and can help tell a more compelling story. Patagonia partners with grassroots environmental organizations as part of their 1% for the Planet initiative, which gives customers confidence that their purchases contribute to tangible environmental efforts. Through the Patagonia Action Works platform, the company connects its customers to these local organizations so they can get involved through donations, volunteering, or advocacy.
Purpose-Driven Tip: Seek partnerships that align with your mission to expand the reach and credibility of your campaign. Collaboration can make your efforts more effective and impactful.
Storytelling Enhances Emotional Connection
Telling real stories of those who benefit from your campaign can strengthen the emotional connection between your brand and your audience. People connect with human experiences, making the cause more relatable and impactful.
Owens Corning shares stories of the veterans who have benefited from the Roof Deployment Project, creating an emotional link with its audience. Similarly, TOMS frequently highlights the communities and individuals around the world who have received shoes through their program. These human stories help turn a social initiative into something personal and memorable for consumers.
Purpose-Driven Tip: Use storytelling to create emotional resonance with your audience. Highlight actual beneficiaries of your campaign to bring the cause to life and foster a deeper connection.
Leverage Earned Media for Visibility
Cause marketing initiatives often generate earned media because they resonate with both consumers and the press. Getting media coverage can significantly increase a campaign’s reach without the need for expensive digital campaigns. The Roof Deployment Project has garnered significant attention in both local and national media, highlighting the initiative’s human impact. Patagonia’s environmental campaigns often receive widespread media attention because of their bold messaging and sustained advocacy. Brands that commit to a cause attract media interest, especially when their initiatives align with current societal concerns.
Purpose-Driven Tip: Develop media-friendly stories around your cause marketing initiative. Pitching these stories to relevant outlets can help you extend your reach and build brand credibility without heavy spending on ads.
Measure and Celebrate Success
It’s important to track the impact of your cause marketing initiatives, both in terms of the social impact and how it affects your business. Celebrate your achievements publicly to reinforce the positive outcomes of your efforts. TOMS regularly updates its community on the total number of shoes donated through its program, which helps maintain trust and encourage continued consumer participation. Owens Corning highlights the number of roofs they’ve installed through the Roof Deployment Project and regularly shares updates on the program’s progress. Patagonia regularly publishes data on their cumulative donations and the impacts of these contributions. Since the inception of 1% for the Planet in 2002, Patagonia has donated more than $140 million to thousands of environmental organizations globally. Plus, Patagonia has supported more than 1,000 environmental groups working on issues such as climate change, biodiversity, and ecosystem protection. Celebrating these milestones not only showcases the company’s success but also helps reinforce its long-term commitment.
Purpose-Driven Tip: Track your campaign’s impact and celebrate its successes. This will help solidify your reputation as a purpose-driven brand and foster consumer loyalty.
Causal initiatives can be a powerful way to build trust, reputation and sales, but their success lies in consistency, commitment and the ability to tell compelling stories. Brands like Owens Corning, Patagonia and TOMS have demonstrated how sustained commitment to a cause can deliver both social good and business results. By following these insights, brands can create meaningful connections with their customers, building trust that translates into long-term growth.
