Bringing Technology, Manufacturing, and Philanthropy Together.

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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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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Andrea Lum on Cause Marketing for Small Businesses

In Hawaii Business magazine, Andrea Lum, director of Bennet Group Strategic Communications, offers some great high-level insights on the benefits to small businesses of cause marketing. One bit of information from the piece jumps right out:

[...] 87 percent of consumers say they would switch from one brand to another if the other brand were associated with a good cause, according to a national survey by Cone Communications.

Today's consumers want more than a product for their money--they also want to see that their money ...

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