Cause Marketing Grows, But Is A Backlash Ahead?

It will shock nobody that consumers who believe their purchases are doing "good" tend to make a lot more of them. But as everyone gets aboard the cause marketing gravy train, calls of "enough already" can already be heard.

Edelman's 2009 Goodpurpose Consumer Study found that a full 57% of consumers worldwide say a brand or product earned their business because it was associated with, or supported, a good cause. Such "cause marketing" campaigns include Brita's FilterForGood program (reduces bottled water waste), numerous Breast Cancer Awarenesses like Purple Labs' Sealed With A Cure lip gloss, and Milk-Bone dog treats (benefiting Canine Assistants service dogs for the disabled).

More encouraging news for cause marketers, sure to make the practice more widespread? The survey also found over 80% of consumers who say they would change their consumption habits to make the world a better place. Edelman's chief creative officer and founder of Goodpurpose, Mitch Markson, said:

People all over the world are now wearing, driving, eating, and living their social purpose as sustained engagement with good causes becomes a new criterion for social status and good social behavior.

But if "cause marketing" becomes too commonplace, could it bring the party to an end for everyone? Of course, when brands that claim to be making the world better are exposed as opportunists, consumers become skeptical across the board. Saturation is also a danger: the sheer number of Breast Cancer Awareness drives have some breast cancer survivors "sick of pink" and saying things like “I cringe when I see that stuff. I feel like they’re taking advantage of people who are suffering and want a sense of belonging.”