During the holidays, consumers are surrounded by calls to charitable action and brands often take advantage of the season of giving. For example, this year Target and TOMS have teamed up to create a line of gifts that follows the TOMS “One for One” model, which will donate one item to an individual in need with every one purchase. It’s a common marketing tactic this time of year and we asked our own Gina Grillo to weigh in on why cause marketing is so effective around the holidays. Read below!
Gina Grillo, President & CEO of the ADVERTISING Club of New York
Why is cause marketing so effective around the holidays? Because the holiday season is centered around giving and being thankful. It’s a time of year when people are feeling extra nostalgic and compassionate. In general, people highly value companies that make social causes a business priority. In fact, 50% of global consumers are willing to pay more for goods and services from companies that have implemented programs to give back to society. So when consumers are in a particularly sentimental state of mind, the holidays are a natural and effective time for brands to promote campaigns with a cause. But the overarching key to success in cause marketing is authenticity. Consumers are smarter than ever and have no trouble identifying self-serving brand efforts. As a brand, you have to ask yourself: Is the charity or cause an organic fit with our brand mission? Does it connect with our target audience? Does it seamlessly supplement our brand’s existing marketing message? If the answer is no, you may want to rethink the annual pressure to make cause marketing a part of your holiday strategy.