What makes people respond to cause-based marketing?
11 Jun 2020
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?

Jill Brown

Jill Brown is a professor of management at Bentley University. Her work focuses on strategic leadership, including CSR, corporate governance, and ethics.

Mary Noel

Mary Noel is the director of partnerships at DoSomething Strategic, a consulting firm specialising in the wants of young consumers.

Darren Loucaides

Darren Loucaides is a travel writer and music critic for the BBC. He’s lived and travelled in Italy, the Middle East and Latin America, and has become obsessed with the parallels between cultural and political trends.

India Doyle

India Doyle is the editorial director of Canvas8's Library. She oversees the editorial direction of research across content types to ensure Canvas8 members understand changes in consumer behaviour and culture and the opportunities around behavioural change. India has worked as a journalist for ten years, interviewing industry and cultural leaders including Christy Turlington, Olympic boxer Ramla Ali, and Rolls-Royce CEO Torsten Müller-Ötvös. She has contributed to SHOWStudio, Dazed and Confused, ekathimerini, Wonderland, and Dapper Dan magazine.