Great article discussing about the difference between cause-driven marketing and purpose-driven marketing.
Here's a snippet from the article:
Cause marketing is, for the most part, against something. Purpose, on the other hand, tends to lean into support for something. Many brands are against environmental pollution, but Seventh Generation’s purpose is to help people live a more natural and chemical-free life. A major retailer may sponsor the Sierra Club’s efforts against deforestation; Patagonia makes saving the environment its corporate mission.
Purpose-driven companies in the article:
- Seventh Generation
- Tom's Shoes
- Warby Parker
And here's my favorite quote from the article:
For purpose-led brands and businesses, the cause is already "baked in." This is an important differentiator to cause marketing: the authenticity of the message. And that differentiator is exactly what people are searching for.