The rise of cause-first campaigns: why brands are putting purpose before profit

Doing good is good business: the brands putting

Conscious commerce calls for transparency, so let’s break down the jargon straight off the bat. Cause-first is the term used when a brand prioritises a social or charitable project or campaign as part of their marketing or brand ethos. It could be alongside a not-for-profit organisation, part of their own roadmap, or in response to wider issues or initiatives. 

But why? Well, consumers are becoming increasingly invested in the impact on society that the brands they connect with have. Increased media coverage, our individual experiences, and a desire to do better all drive us to support brands that make a difference.

Cause-first campaigns come in all shapes and sizes, so we’ve thrown together some of the classic routes that brands can take and, of course, some cracking examples.

Doing good from the get-go

Whilst some brands opt for cause-first campaigns, others choose cause-first to the core. Tony’s Chocolonely (that’s right, it’s not Chocaloney) and Karma Drinks are great examples of this, with both brands fighting for fair payment throughout their supply chain. In doing this, they have turned sustainability into a competitive advantage and given customers the benefit of enjoying pure, natural ingredients. Of course, a business still needs to make money, which is why both brands sit at higher price points. But with both making their mission an integral part of their marketing, and the promise of quality ingredients, customers are more than willing to pay.

Making a day of it 

Showing off your cause-first campaigns, or interweaving them with your regular marketing efforts, can be tricky. This has become especially true in recent years, with brands running the risk of greenwashing (misleading customers about their sustainable efforts). Celebrating days in the conscious commerce calendar is a popular way for brands to kickstart their initiatives. We love this Global Recycling Day email from Ocean Bottle. By tapping into a day recognised worldwide, they’re able to shout about the things they do that are part of their everyday mission. This not only acts as a simple reminder of the good work that they do, but also as an easy way for customers to get involved. 

Strength in numbers 

Sometimes brands partner with charities to support a cause of their choosing. This is mutually beneficial in bringing new audiences to both parties and allowing customers to support change by engaging with their favourite brands. A great example of this is the partnership between Oliver Bonas and Bloody Good Period. A portion of the proceeds made from the sale of BGP-labelled products went towards the fight against period poverty. This partnership helped spotlight a human, empathetic side of Oliver Bonas, as well as an understanding of what their audience cares about.

Of course, we have to mention the annual collaboration between Pringles and Movember. By putting QR code moustaches on their packaging, they not only raise awareness of an important cause but also encourage important conversations around mental health.

Keep up with the conversation 

Cause-first marketing and reactive marketing can often go hand in hand. Though there are some things we don’t need to hear a brand’s opinions on, it can be raw and honest when one speaks up in a relevant conversation. We all know that Lush are experts in… yep, lush emails, and a recent send saw them announce a partnership with two trans-led groups. Not only does the email introduce the collaboration, but it also explains why it’s so important. In a sometimes scary world, emails like this give a voice to those who need it and show the bravery and self-awareness of a brand to stand up for what it believes in.

Dove is another brand that is well-versed in staying relevant, with their Self Esteem Project striving to improve body confidence since 2004. Through the years, the campaign has evolved with the changing times and growth of social media, with the longevity and perseverance of the project, presenting Dove as a brand that truly cares.

As we continue to witness the rise of conscious commerce, brands are recognising the value of cause-first marketing. Environmental and social initiatives are no longer just nice-to-haves, but a demand of many customers. By showing an awareness of the issues that their customers care about, brands have the opportunity to build more honest and personal connections, sparking conversation and building trust, whilst making a positive impact.

Need a hand crafting more meaningful conversations with your audience? Get in touch to see how our team of creative, strategic, and technical experts can help you bring your ideas to life.