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Some argue that cause-related marketing is merely a way for for-profit companies to sell products and trick customers into feeling as though their...

Cause related marketing (CRM) is an advertisement campaign where companies link products with social causes.  The effect is to convince the consumer the product is a win-win.  The consumer gets the products and the company provides some compensation towards the social cause.  However, disreputable companies may use CRM to advertise inferior products or fail to deliver on the promise of support to the cause.


CRM has been around since the mid-1970s, although it has surely been around for much longer without formal recognition.  The goal is two-fold for the company.  First, by tying a product to a social cause the company hopes to increase sales beyond the cost of supporting the cause, thereby earning a profit.  Secondly, the company is seeking to connect the franchise name with charitable works and gain market share via positive association.  The consumer is expecting to receive a product they would most likely purchase anyway with the benefit of supporting a social cause.  When the two viewpoints meet, there can be a very positive impact for consumer, company and social cause.


Cause related marketing has the potential for marrying social justice with consumerism and having a positive impact on each.  Companies engaging in social related marketing are oftentimes preying on social pressures to guilt or shame consumers into purchases rather than encouraging them by offering a superior product.  However, some consumers may purchase the product not as a secondary purpose, but with the primary goal of supporting a social cause they do not feel comfortable supporting in a direct manner.  The arrangement certainly has potential for good, but the temptation for abuse is high. 

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