One way a brand can stand out and build a stronger bond with customers is to become aligned with a relevant cause that truly benefits the greater good.
Consumers, and even customers in business to business environments, certainly expect the companies they purchase from to be good corporate citizens. Fair and ethical treatment of staff members, giving back to the local community, and adherence to green practices just make good business sense. But imagine how your customers might perceive your brand if you *WOW* them by setting a gold standard for social and environmental practices.
Digital technology is making it easier for companies to engage with consumers and support causes in new and unique ways.
Here are several examples of companies that are making a difference.
TOMS Shoes – For every pair of shoes purchased, a pair is given to a child in need. Since the program launched in 2006, over 600,000 shoes have been given to children in the United States, Argentina, Ethiopia, Rwanda, Guatemala, Haiti, and South Africa
Pepsi – Rather move forward with a traditional Super Bowl TV spot, Pepsi launched the Pepsi Refresh Project. Through the $20 million crowdsourcing initiative, which will no doubt be a marketing case study, people are enticed to submit and vote on ideas that will have a positive impact on society. The best ideas will receive grants ranging from $5,000 to $250,000 each.
CauseWorld – CauseWorld is an iPhone and Android app that is similar to Foursqaure and Gowalla, in that it enables users check into check into locations they visit. For each check in, users earn “Karma” points, which they can then redeem using the app to donate money to select charitable organizations. The money is provided by sponsors including Procter & Gamble, Kraft and Sears.
Have you thought about how your company can leverage digital in making a difference?