cause marketing

Is Cause Marketing Real Advocacy or Consumer Apathy at its Finest?



posted by
Audra Buras

Grants and Outreach Specialist, 
 Program for Torture Victims

In the world of nonprofit sponsorship, it’s no secret that cause marketing has rapidly become the most popular method for nonprofits and businesses to simultaneously make money. A lot of money.

According to a recent study, 90% of Americans want companies to tell them the ways they are supporting causes. And 83% of these consumers say that they wish brands would support causes.

Arguably, cause marketing is becoming something of a social movement.

I have seen my fair share of nonprofit marketing: the good, the bad, and the outrageous. My nonprofit experience runs the gamut from granting sick kid’s wishes, to helping torture survivors from around the world and even fundraising for first-class symphony orchestras. (Some days I question whether or not I might be a nonprofit junkie. All signs point to yes.)

These experiences have led me to wonder— are cause-centric promotions a good thing? Or bad thing?