There are countless studies and stats about the effectiveness of cause marketing. We’ve written about it on The Core, practiced it ourselves and on behalf of clients. And while we categorize our promotion efforts as either “cause” or “non-cause,” I’m not so sure that there’s a difference.
I view all fresh produce marketing as cause marketing. We may not always work to directly benefit philanthropies with funds with each and every marketing endeavor, but as access to and promotion of our industry’s products expands and results in greater consumption, the goals of many cause-focused groups inch ever closer to attainable.
Whether it’s the American Heart Association, Feeding America, or the American Diabetes Association, our industry’s products are their key allies. I’m not saying that the work that we do is the same as organizations that tirelessly advocate on behalf of their causes. However, in many instances our work actually supports the efforts of those groups – serving as a solution to many societal problems.