Although I always think Cause Marketing is less powerful than real changes for sustainability, it still makes good marketing sense.
Environmental Research reports that Cause Marketing can Make a Difference which is good news for social entrepreneurs. A recent survey conducted on consumer packaged goods found that, yes, consumers do prefer and purchase products associated with a charity or cause. 74% increase in actual purchase for a shampoo brand when associated with a cause (47% of participants who saw the cause-related message chose the brand while only 27% of those who saw the generic corporate advertisement chose the [From How To Use Cause Marketing Without Causing Chaos]
I still think that using cause marketing should be in addition to making actual changes to your product, and its marketing, to make it more sustainable.
