On Purpose: The Power of Cause-Driven Marketing

Culture

On Purpose: The Power of Cause-Driven Marketing

June 22, 2018

Purpose or cause-driven marketing has quickly become a “must-have” — not just a “nice-to-have” — for brands. Inundated with an endless variety of products and services, consumers prefer to align with brands that are actively working to cultivate a better world and give back to communities. Whether it’s a philanthropic partnership or sustainable sourcing, brands that can articulate a larger reason to believe make consumers feel good about their purchasing decisions.

For instance, in 2017, Forbes reported that Tesla outsold Mercedes (its biggest competitor) by 3x — and only spent 1/190th the advertising budget. Why? While Mercedes was telling consumers to buy their cars, “Tesla was having a conversation about living fossil fuel free.” Furthermore, Salesforce cites Economist data — to be published early 2018 — that finds 79% of consumers prefer to purchase products from a company that operates with social purpose. Brands that rely on purpose-driven marketing capture a consumer’s loyalty — not just one-time patronage.

By tapping into the sustainability of maple, Streetsense client The Maple Guild has been able to grow brand awareness and affinity. While the brand’s award-winning maple syrup products speak for themselves, we’ve educated The Maple Guild’s target audience about the incredibly low environmental impact of producing maple syrup (especially in comparison to other sweeteners like cane sugar). From harvesting to bottling, consumers love engaging with a brand that is good and does good.

The Good Newspaper

A quarterly publication sharing the stories of the helpers, ideas, and movements making a difference in the world and proving that — even in 2018 — good news isn’t dead .

The Maple Guild

Vermont maple producer with a passion for simple, healthful, sustainable, and organic tree-to-table syrup.

Warby Parker

Eyeglass pioneer for the Millennial-minded, offering designer eyewear at a revolutionary price and leading the way for socially conscious businesses.

By The Streetsense Collective