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  • How can brands prove they genuinely care about social issues?
  • How can brands prove they genuinely care about social issues?
    Nathan Dumlao (2020) ©
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What makes people respond to cause-based marketing?

Cause-based marketing sees brands launching campaigns and posting on Instagram to show their support for social issues. Yet while they may mean well, such efforts are routinely criticised, especially by discerning Gen Zers. So, how can brands demonstrate their commitment to a good cause?

Location Global

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“The world is out of sorts, we need to fix it quicker. We’re going to fix the world by feeding it Snickers.” So rang out the lyrics of the chocolate brand’s satirical Super Bowl commercial in January 2020 – a time when the world still seemed relatively normal. Yet while day-to-day priorities may have shifted substantially since then, certain themes in advertising that were common pre-pandemic have remained prominent and become more relevant. The NFL’s spot about the deaths of black men at the hands of the police foreshadowed global protests against systemic racism; Adidas’ ...

Canvas8

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