Product details

Since the last few years, companies increasingly turned to purpose-driven marketing or cause-related marketing with the objective of cultivating loyalty and engagement among their customers. At the same time, customers believed, companies could do more than just return profits to their investors and shareholders. They wanted companies and brands to establish a purpose that could benefit both local communities and the world as well. They could also make money simultaneously. In India as well as abroad, a number of corporates came forward to support their customers in raising their voice against various socially relevant issues and finding suitable solutions. Brands including L'Oreal, P&G, Tata Tea, Mattel, Nestle, Lyft, Airbnb and many other brands floated campaigns in support of certain issues such as voting rights of people, bribery, girl and women empowerment, girl education, disease-free nation and similar issues. However, to optimise the cause driven marketing investments, it was necessary for brands to implement effective marketing strategies. Apart from associating with a cause, it was necessary that the campaign was authentic and the company took an open and practical approach to present the issue at a human level and find a suitable solution. In this context, could brands raise their voice by leveraging cause marketing?