It’s 2023, and we want more from the brands we buy from.As consumers, we have become increasingly unwilling to passively support companies that are disconnected from our reality; a shift that gained momentum during 2020 with the pandemic and Black Lives Matter campaign. We crave brands that actually engage with, and contribute to our world, effecting meaningful, tangible change. In a highly competitive consumer landscape, businesses must prioritise social responsibility and raise awareness of important issues to stay relevant and meet the expectations of progressively more conscious consumers.

If you've ever dropped spare change into a charity collection box at a checkout or sported a red nose on Red Nose Day, you've unwittingly engaged in cause marketing. Also known as "cause-related marketing," this strategy exists at the intersection of business and philanthropy. It involves companies supporting charitable causes in which there are also benefits for their own brand.Fundraising summits, charity conferences, and marketing events offer great opportunities for people to engage with cause marketing and expand their knowledge about the collaborations between for-profit and not-for-profit organisations. In this blog post, we will delve into cause marketing and provide a selection of inspirational cause marketing events for you to consider attending this year.

When a non-profit and a for-profit company join forces, magic can happen. Ben and Jerry's, the trailblazing champions of social justice, embedded their ice cream company at the forefront of campaigns combating institutional racism, addressing climate change, and advocating against anti-immigration policies. The Body Shop’s #TimetoCare initiative donated products to healthcare workers and other frontline staff during the pandemic. Billie Razors have brought the visibility of bodily hair to the public eye, through their ‘Project Body Hair’ campaign, empowering women to embrace their choices regarding shaving.These marketing campaigns and partnerships are designed to create awareness around significant social and environmental issues. Yet they also bring value to brands by enhancing customer satisfaction and can result in increased sales when executed well. It's a great way for brands to garner attention, but with a profoundly positive impact. How does it actually work? By participating in cause marketing, companies not only showcase their brand purpose but it also helps increase brand loyalty. Customers are more inclined to remain loyal to a brand that actively supports worthy causes. It's a mutually beneficial partnership that creates a win-win-win scenario for companies, charities and consumers.It’s important to note that, although similar, cause marketing differs from corporate social responsibility (CSR) which refers more to a company’s general commitment to operate ethically and sustainably rather than a brand’s specific partnership with a not-for-profit to tackle social issues.

So now you have a better understanding of what cause marketing is, the next question is: how can you get involved in cause marketing? Read through our list of top 10 inspirational cause marketing events to attend in 2023/ 24 and you will find out.

This conference dives into the question: ‘How can we all work together to find answers to our collective societal challenges; from rising inflation to budget cuts, a struggling NHS, and more?’Centred around the idea of ‘Connecting for Growth,’ this cause marketing event presents a great opportunity for local businesses and not-for-profits to come together and discuss ways to tackle pressing societal challenges. By joining forces, attendees will have the chance to explore how collaboration drives transformative change and create a positive impact in the community. The day will be full of networking opportunities, engaging seminar and workshop sessions, and inspiring keynotes talks.The when, where, hows:The Business Exchange Charity Conference will be on June 15th, between 08:30 am and 4:00 pm, at Bath Racecourse and Conference Centre, Lansdown.

The Cause Marketing Summit began because the founding team noticed a gap in the existing communications and marketing events they were attending: there was little education around cause marketing and purpose-driven campaigns. They have subsequently developed a lineup of experts to talk about how to create engaging campaigns that have a genuine impact. Prominent organisations from both the business and charity sectors will be at the event, including renowned names like NBC Universal, The Red Cross, UNICEF, and Uniqlo.For the ethical entrepreneur and nonprofit expert alike, the Cause Marketing Summit is designed to empower conscientious professionals and help them to tackle the most significant global challenges and the best form of communications to do so. The when, where, hows: The Cause Marketing Summit is on Thursday 2nd November, 2023 from 9am to 5pm. Although this one is held in New York (at Manny Cantor Center), there’s an option to participate online via Zoom.

Campaign’s Brand Forum is another highly relevant, inspirational cause marketing event to attend. It crucially looks at how brands can connect with their audiences more humanly and authentically in the context of the UK’s current cost of living crisis. You may have come across the organisation Campaign before; it’s a leading global brand in the business sector; a prominent media platform that caters to the needs of the marketing, advertising, and media world. This cause marketing event is an overnight stay, with two days of insightful talks, discussions, one-to-one meetings and wellness sessions. It highlights the idea that advocacy is a powerful and cost-effective strategy to promote a brand, especially when dealing with limited marketing budgets.The when, where, hows: This year the event was held on 18th and 19th April in Hertfordshire. You can register your interest for 2024’s event here.

At this cause marketing event, two influential organisations have partnered up for a day that demonstrates how to turn purpose-led strategies into action. Global Good awards is an association that rewards businesses, NGOs, charities and social enterprises that are leading the way in purpose-driven sustainability and ethical leadership. The second is The Crowd, operated by Common Vision. It is a community of business leaders who share insights on leadership, social impact and sustainable business models.Together they will be running The Purpose Summit, which aims to help businesses turn the abstract idea of ‘purpose’ into real impact. Their workshops provide crucial discussions around topics such as ‘How to communicate your purpose with punch and credibility: engaging with the media, communities and stakeholders in an age of greenwash’ and ‘How to build successful partnerships and collaborations without risking your business model’. The when, where, hows:The Purpose Summit will be held on Thursday 12th October 2023, between 9am and 7pm, at BMA House, Tavistock square, London.

The fifth annual DigiMarCon UK will be held at Heathrow in October. This conference and exhibition specialises in digital marketing, media, and advertising. It delves into the best practices, cutting-edge trends, practical solutions, strategic insights, and technological innovation in digital marketing.DigiMarCon offers a dedicated segment on PR and cause marketing where experts will share their insights to equip participants with the knowledge and skills needed to excel in cause marketing and building a purposeful brand.The when, where, hows:The conference will be held at the Sofitel London Heathrow Hotel, but also has an online option. It will take place on August 31st and September 1st 2023.

Held by The Chartered Institute of Marketing (CIM), this talk addresses what a purposeful brand is and why increasingly discerning consumers care about engaging with organsiations that are driven by purpose.This event delves into the profound impact of brand purpose in fostering emotional connections between businesses and their customers. The event hosts a panel discussion where businesses share their knowledge on various aspects of cause marketing such as how to implement sustainable practices. This cause marketing event will discuss the emerging trends that are shaping conscious consumers and examine the evidence regarding the financial benefits of having a clear purpose, as well as how to effectively communicate that purpose.The when, where, hows:This event will be held at 5:30 pm in Glasgow on June 15th, 2023. It costs only £10 if you are a member or £20 for a non member, able to be booked online.

This year will be the 70th anniversary of Cannes Lions, ‘an international festival of creativity.’It’s a five day event full of motivating discussions across a wide range of topics, all based on excelling in creative marketing. There are several talks that are worth attending for those looking to expand their knowledge of cause marketing. Firstly, on the Monday, the Associate Professor of Marketing and Deputy Director of Oxford Future of Marketing Initiative, Felipe Thomaz, will be discussing the role of advertising in the transition to a net-zero economy. Another great cause-marketing related talk is hosted by experts from Mondelez, Ogilvy and VCCP titled, ‘Creative Impact Unpacked: Can Purpose Rediscover its Purpose’? This discussion looks at the controversial notion of "purpose" which has ignited a division within the marketing world; looking into the question of whether a brand requires a purpose to flourish in the 21st century, or has the emphasis on purpose diverted marketers from their core commercial objectives? The when, where, hows:Where? The Palais in Cannes. When? 19th-23rd June 2023

The Web Summit is widely recognised as one of the world's largest and most influential tech conferences. It is an insightful event that covers a huge array of tech-related topics; it’s also an essential platform for individuals and businesses looking to gain knowledge and insights into cause marketing. The Web Summit is a cross-industry event gathering that attracts journalists, investors, and activists, providing a fantastic networking opportunity. It covers both commercial and socio-political themes across advertising, fundraising, PR and communications, and social media marketing. The weekened has many fantastic speakers: at last year's event, Joe Wade, co-founder of Don't Panic, delivered a compelling talk on the subject of social purpose.The when, where, hows:Lisbon, November 13th-16th.

The cause marketing events that we have discussed in this article are some of the most inspiring out of a long list happening all around the world throughout the year, demonstrating how brands that embrace a social purpose and align themselves with meaningful causes can cultivate stronger brand loyalty and increase sales.

As a creative agency who specialise in social purpose, Don’t Panic uses experience with charities to help brands create a big social impact. Get in touch or visit our social purpose and cause marketing page to see how we can help you with purpose-driven campaigns and enhance your brand loyalty.