Bringing Technology, Manufacturing, and Philanthropy Together.

Millennials Prefer Companies Who Give

A new research study performed by Morning Consult on behalf of Fortune magazine finds evidence that today's young people put a lot of stock in the idea of corporate giving—in fact, Millennials tend to prefer buying products from companies who give back:

The survey of more than 2,000 individuals found that nearly two-thirds of people between the ages of 18 and 34 were at least somewhat more likely to want to work for a company that gave to charity than one did ...

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Why Socially Active Brands Attract the Best Customers

In an excellent article making a general case for cause marketing for Public Relations publication O'Dwyer's, Ronn Torossian explains why products which are aligned with social causes are resonating so well with the aims of modern consumers:

Giving charity or even time to socially conscious ideals can often be difficult, so consumers seek out socially conscious products to help them fill the need.  When they use their money to purchase socially conscious products, making a brand’s social purpose a major factor in ...

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Is Water.org Failing to Maximize Its Chances?

Image credit: Stella Artois

Beer brand Stella Artois has joined forces with Water.org to help bring clean drinking water to the developing world via their Buy A Lady A Drink cause marketing partnership. It's a great concept: the problem of lacking access to clean water often affects women in developing nations disproportionately to men, as women are most often the ones tasked with walking large distances to gather water for their families. So by purchasing Stella Artois' limited edition chalice, you are literally ...

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HBR on The 5 Ingredients of a Successful Cause Marketing Campaign

Image credit: Harvard Business Review

Joe Panepinto of Genuine Interactive, a Boston-based digital marketing firm, recounts for Harvard Business Review his recent experience in designing a cause marketing campaign:

[...] we took a three-step approach to considering our options for tone, appeal/approach, and the most effective elements. The results told us that while there is no magic formula for guaranteeing an impactful cause campaign, there are five ingredients.

Drawing upon extrapolations formed from a number of different data sets, Panepinto and his team posit one ...

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