Authentic Advocacy

MEDIA ARTS MONDAYS:  Authentic Advocacy
Frank Striefler and Erik Hanson (TBWA\Media Arts Lab)
  • 4 may 2009

People expect companies to do more than just sell stuff. They want to know what you stand for, what choices you make as a result and what difference that could make in the world. So when it comes to people making their brand choices, Cause Marketing can be a tiebreaker.  Almost 80% of Americans are more likely to switch to the brand supporting a good cause over a competitor with the same price and quality. But Cause Marketing is not just about photo opportunities, oversized checks and warm fuzzies. It can be an opportunity to turn commercial interest into real change. Cause Marketing usually means supporting social or environmental efforts, but to today’s cynical audiences, just choosing some cause to “believe in” doesn’t do much good if your audience doesn’t believe you. Don’t just search for a cause, be the cause you’re brand is already about. Who says that doing good can’t mean doing well?

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