At London’s World Entrepreneurial Summit, the news was announced that MSN is building a new portal devoted to cause marketing. The soon-to-launch online community, a partnership with WhatOnEarthIsGoingOn, aims to match consumers with “like-minded brands” whose values align with their own.

“Nowadays, brands need to differentiate themselves through their values. Who you are as a brand is just as important to the consumer as what you make, or the services that you offer,” said David Alberts, Grey London’s former creative director and creator of WhatOnEarthIsGoingOn. This point was proved by a recent survey from Information Resources we cited the other day that showed half of American consumers taking “sustainability” into account when choosing a brand.

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