Connecting Through Cause: Do It Right Or Ditch It
In this guest post, Carat strategy director Andrew Hardeman (pictured below) suggests that if your brand isn’t ‘relevant, required, resilient or building revenue’ with cause-related activity, don’t do it at all.
Cause and purpose-driven advertising is in.
And at this point in time, it makes sense. Consumers want brands using their position and influence to focus on ‘doing more good’ rather than just talking about ‘being less bad’, and consumers are using more filters to determine the value a brand offers beyond just price and quality.
If a brand can satisfy a person’s higher order needs, they are willing to pay handsomely. How else can you explain why a person would pay $4 for a bottle of Thank You water?
Unfortunately, many brands are failing in their attempts to engage consumers with cause-driven activity – and failing hard. Who can forget Pepsi’s entry into the UN with an attempt to show how soft drink can create world peace, for example?
That said, some brands have succeeded in connecting with a bigger societal purpose or cause beyond their essential product delivery.
So, what is the winning formula? What determines if a brand will be applauded for their efforts, or torn to shreds for it?
A focus on the brand first, not the consumer.
The success of cause-driven activity comes down to whether consumers can see a real relationship between your brand and the cause it’s engaging in. Essentially, that they have something to do with each other.
So, before you charge headfirst into solving world hunger, check in and see how the cause or purpose measures up in the following criteria.
Relevance: does the brand have credibility to be involved with the cause?
Just because a purpose is relevant to a brands consumer base or society doesn’t mean it’s the brands job to tackle it. Case in point, Heineken and their polarising content piece tackling acceptance in modern society. Nice piece of work, but probably not the most relevant.
Conversely, REI in America successfully found a way to bring their purpose of outdoor activity to life by closing all their stores on the biggest shopping day of the year, Black Friday.
Required: is there space for your brand to have an impact?
Does the cause already have strong funding? Does it already have awareness? Does it already have strong corporate brand involvement? Are their actions in place to drive required change relating to it?
If the answer to any of these questions is ‘yes’, I’d question whether a new brand entering the space would be worthwhile. As an example, Airbnb has done well to rally Australia behind marriage equality by providing a real mechanism for people to champion change beyond just an ad, with their ‘Until We All Belong’ campaign.
Revenue: will it make your brand money?
Marketers are in the business of selling products and making more money. And while brand preference gains are associated with successful cause activities, it’s a tough sell as businesses now rule a thick black line through any spend that isn’t building short-term returns.
But cause marketing can drive real and tangible revenue in the short term. It doesn’t have to – as long as everyone’s on board with softer measures of success for the activity – but the point is it can. Case in point, the collaboration between Adidas and environmental group Parley for the Oceans resulting in a new range of sneaker – Parley – made from recycled waste.
While immediate financial returns shouldn’t be the driving force behind the activity – if they are, you’re in it for the wrong reasons – they also shouldn’t be written out of the equation as an impossible outcome.
Resilience: is the brand committed to the cause for the long-term?
The very nature of ‘causes’ – a principle, aim or movement which one is prepared to defend or advocate – suggests brands must stay committed to truly derive the benefit of cause marketing.
This can be especially challenging because causes can polarise certain groups of brand customers. It is in the face of this adversity and challenges that determines whether a brand is truly committed.
A great recent example of this is the consistent commitment Allan Joyce and Qantas have made in championing marriage equality. Despite receiving a public pie to the face, Allan Joyce has maintained a resolute approach to marriage equality in Australia on behalf of Qantas.
What does this mean for brands and future adventures into cause marketing today?
At the end of the day, brands can’t forget that they are in the business of selling products, first and foremost.
Conversely, brands are in a position to actually champion social and political causes with their reach and presence in markets, and there is an acceptance and desire from consumers that brands put human values back into the boardroom.
So, while world peace, poverty and hunger are all major issues that we as a society must tackle, make sure you check in first and see if your brand is the right entity to solve it.
Latest News
Enjoy A Hahn Solo… And May The Fourth Be With You
This May the fourth Hahn will celebrate alongside Star Wars fans rewarding their passion via a giant Hahn travelling solo through the sky. It’s the one day of the year when all sci-fi fans rejoice and giggle to themselves and Hahn in partnership with Thinkerbell, UM and Affinity is celebrating with an out of this […]
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.