Cause Marketing Trends 2023

Great things happen when charitable organisations pair up with for-profit businesses. It’s a dance, in the sense that the nonprofit organisation sets the rhythm, and the business's innovation leads the choreography. The result? A performance of genuine positive change, tackling some of society’s most pressing problems. These partnerships are known as cause marketing campaigns.

What is cause marketing?

The definition of cause marketing, or cause-related marketing, is, put simply, a for-profit business teaming up with a non-profit organisation. This collaboration can take various shapes, such as sponsorship, purchase-triggered donations, spreading awareness on social media or advertising. The beauty of cause marketing is that it allows companies to support a cause while also advancing their business objectives. We have taken a look at the best cause marketing trends of this year and last, to inspire your organisation to partner up with a positive cause and create a meaningful social impact.

Why Is It Important?

Donating to a charity you like is all well and good, but in 2023, it's not enough. 64% of people in the 2023 Edelman Trust Barometer said they pick brands based on how those brands support social issues they care about. And this trend is even stronger among Gen-Z folks, proving that they're not just changing the game with memes and TikToks – they're revolutionising consumer choices too. Nowadays, it's not solely about a company’s product; it's about a brand's principles. Gen-Z, in particular, gravitates towards brands that resonate with their values and actively address significant social and environmental concerns. Which is why now, more than ever, it’s necessary to create a brand cause marketing strategy that not only aligns with your business goals but also makes a meaningful difference in the lives of your customers and the communities you serve. It's a whole new era of conscious shopping.

What Can We Learn From Emerging Cause Marketing Trends?

So, as we’ve seen, cause based marketing is about partnerships between charitable organisations and for-profits to do good. But what does it actually mean to ‘do good' through cause marketing campaigns in 2023?Having a positive impact goes beyond just donating money. It means businesses working hard to address climate change, it means fighting for social justice and taking accountability. It's about companies helping their communities and using their tools to make life better for everyone.Cause marketing trends in 2023 show that for-profit businesses need to be doing things that benefit the planet, people, and society as a whole. In this blog post we will look at different cause marketing trends, highlighting what is important to people at this moment in time, and what companies can learn from this as a result.

Environmental Advocacy

Let's start by exploring the growing significance of environment and sustainability-focused cause marketing advertising campaigns, a trend that gains momentum with each passing year. Businesses are increasingly partnering with charitable organisations and initiatives to promote eco-friendly practices and support environmental conservation efforts. These campaigns demonstrate a business’ commitment to sustainability, with the aim of appealing to the socially conscious consumer. As consumers become increasingly discerning, environment and sustainability-focused cause marketing campaigns are poised to play a pivotal role in shaping corporate responsibility and consumer behaviours. When it comes to teaming up for environmental causes, campaigns can sometimes lack clarity, and there's a risk of facing criticism. But in 2023, it's more important than ever for marketers to prove that they're doing good while also doing well for themselves.

Patagonia

Patagonia serves as a prime example of a brand excelling in the realm of sustainable marketing. In 2020, they rolled out the 'Buy Less, Demand More' campaign, encouraging people to shop less and expect more from brands in terms of sustainability. It was a big push for change in the fashion industry and a clear intention to put sustainability above profit. They also push the 'Buy Less, Buy Better' idea, telling customers to fix up their Patagonia gear instead of tossing it out. On top of that, they've got the B Corporation certification, which means they're serious about being socially and environmentally responsible while keeping everything transparent.Consumers appreciate authenticity. When a company takes meaningful action to save the planet it's more authentic than those simply capitalisng on trends. Patagonia’s commitment to environmental and social causes is deeply ingrained in their brand identity, and consumers trust that their initiatives, such as advocating for sustainable practices and fair labour conditions, are genuine and not just for show.In 2023, Patagonia is still going strong with their environmental efforts. They've joined forces with several NGOs, including Bloom, Blue Ventures, ClientEarth, Environmental Justice Foundation, and Seas at Risk, to launch a brand-new campaign for World Ocean's Day. This campaign raised awareness, with eight short documentary films, that dive deep into the problems caused by "bottom trawling" in our oceans. Patagonia's dedication to protecting our planet's precious ecosystems shines through once again, showing that they're all about action, not just words, when it comes to environmental conservation.

Diversity, Equity, Inclusion

One of the biggest continuing trends of the last year is cause marketing that focuses on diversity, equity, and inclusion (DEI). People are becoming more conscious about where they spend their money, and they want to support brands that are all about fairness and equality. That's why DEI is a hot topic right now. Businesses must catch on: it's not just about being a good person, although obviously that’s important, but it's also a smart business move. When they show they're committed to DEI, they connect better with their target audience, build a better reputation, and, in the end, make more money. It's not just a passing trend; it's a reflection of what people care about, and a way for businesses to thrive in the long run.Consumers want to see themselves represented in the products and services they buy. When a brand embraces diversity and inclusivity, it shows that they value and respect the experiences and perspectives of a wide range of customers. This inclusivity fosters a sense of belonging, resonating with the consumer on a personal level. For instance, brands like Fenty Beauty by Rihanna have become very popular for offering makeup products in an extensive range of shades, catering to diverse skin tones, and making individuals feel seen and valued. In the long term, this creates customer loyalty that goes beyond just product satisfaction; it extends to a genuine appreciation for a brand that acknowledges and celebrates diversity. Consumers understand that their purchasing decisions have the power to influence corporate behaviour and drive societal progress. Nike's "Dream Crazy" campaign featuring Colin Kaepernick is an iconic example. By openly endorsing Kaepernick's stance against racial injustice and police brutality, Nike not only showcased diversity but also took a stance on a pressing social issue, making it clear where they stood and attracting consumers who shared those values.

Google: Black-owned Friday

Google, being one of the world's most prominent and influential brands, possesses an immense platform that it can leverage for cause marketing to drive positive social change. At the end of 2022, the tech giant joined forces with rapper Ludacris to launch an impactful online advertising campaign centred around 'Black Owned Friday'.The campaign came to fruition after statistics outlined in a 2022 Brookings Institution report that, among the 5.7 million businesses in the United States with at least two employees, a mere 2.3% of them are Black-owned. This clearly demonstrates the systemic disparities in entrepreneurship and access to resources. Google's campaign seeks to address this issue by shedding light on these overlooked businesses, not just on Black Friday, but every day of the year.Through the 'Black Owned Friday' campaign, Google aims to spotlight and amplify the voices of Black entrepreneurs and business owners. By featuring them in their advertising campaign, Google not only increases their visibility but also encourages consumers to support and engage with Black-owned enterprises. This effort goes beyond just driving sales; it fosters economic empowerment, creates opportunities, and promotes a more inclusive and equitable business landscape. It’s a great demonstration of a global brand using its reach and influence to address societal inequalities, promote diversity, and champion underrepresented voices in the business world. It's a powerful move by Google, showing that even tech giants can join the party of support and solidarity.

Community Based Initiatives

Finally, our last in the list of cause marketing examples is a trend that has continued to expand since the Covid-19 Pandemic- campaigns that are based around giving back to the local community. This year, community-based initiatives continue to thrive, building upon the momentum established in previous years. This trend reflects a growing understanding among businesses that they play a vital role in the communities they serve. Companies are increasingly recognising that aligning their corporate values with the needs and aspirations of the local community not only benefits society but also bolsters their brand reputation and customer loyalty.In recent years, businesses' efforts range from funding educational programs and supporting local charities to initiating environmentally sustainable projects. For instance, in 2022, Starbucks launched its 'Grounds for Good' programme, where used coffee grounds are repurposed into compost and given to local community gardens. This not only reduces waste but also provides valuable resources for neighborhood green spaces, fostering a sense of ownership and pride among local residents.

GAF Roofing: Cool Community Project

A notable cause marketing community based initiative from GAF, the largest roofing and waterproofing manufacturer in the United States. They have embarked on an inspiring community project that underscores its commitment to combating extreme heat and its disproportionate impact on vulnerable communities. This initiative collaborates with esteemed partners like Climate Resolve, the Global Cool Cities Alliance, local community organisations, and municipal government partners, is a testament to GAF's dedication to addressing pressing environmental and societal challenges.Extreme heat is a leading cause of weather-related fatalities, and its effects are felt more by those in impoverished neighbourhoods, who lack access to adequate cooling infrastructure and resources. GAF's project seeks to confront this crisis head-on by deploying a multifaceted campaign aimed at mitigating the adverse impacts of extreme heat and fostering resilience in these vulnerable areas.This fantastic effort involves a variety of impactful strategies, like tackling urban heat, adding more green infrastructure, and getting the community involved. GAF is teaming up with Climate Resolve, the Global Cool Cities Alliance, and local community groups to pool their knowledge and resources for effective solutions. They're also joining forces with the local government partners: a proper comprehensive approach that mixes public policy and grassroots efforts, ensuring that no stone is left unturned in the quest to combat extreme heat and its devastating effects. GAF's dedication to this important cause shows how businesses can really make a positive impact on their communities and the environment, going beyond their usual work to tackle some big social issues.

What Can We Take Away From 2023 Cause Marketing Trends?

In 2023, the standout businesses were the ones prioritising people over profit and forging connections with customers through shared, meaningful causes. They didn't simply rely on traditional marketing; instead, they transformed their operations by taking positive actions that genuinely improved the lives of people on our planet. By demonstrating authenticity through actions rather than just words, these organisations have built lasting positive reputations. As we head into 2024, cause marketing and corporate social responsibility will remain pivotal for brands. It's not just about engaging with our most pressing social issues; it's about taking real, impactful action.

Speak to us about your cause marketing plans

Don’t Panic London is a creative marketing agencyspecialising in cause marketing, and we place purpose at the heart of what we do. We stand out from the competition with campaigns that are bold, current and prepared to take a calculated creative risk.Get in touch with us now: newbusiness@dontpaniclondon.com or learn more about what we do here.