Is Cause Marketing A Good Approach for Your Business?

Originally published July 2019. Updated June 2026.

Marketing by appealing to or supporting a cause is on the rise. Why? Consumers are increasingly averse to marketing gimmicks and publicity stunts, and they want a real connection with the businesses they patronize.

But before jumping on the bandwagon and finding a cause to support, first take the time to identify whether or not cause marketing is the right fit. Not every business will be able to integrate cause marketing cleanly. Coming across as inauthentic is worse than not doing it at all.

Is There an Appropriate Cause for Your Business?

Before going down the cause marketing path, make sure there is a way to align the business and its marketing message the right way.

A business that has nothing to do with animals will find it difficult to align itself credibly with an animal rescue cause. Animals are easy to connect with, but not every connection is authentic. In marketing, that authentic connection matters.

Social Issues and Marketing

Social issues are another way to get into the current events conversation as a business. Take the example of Nike's campaign with former NFL quarterback Colin Kaepernick. Kaepernick gained notoriety for his refusal to stand during the National Anthem at games, instead taking a knee. The gesture was repeated by dozens of athletes across the league, to mixed reaction.

Nike took a risk putting itself into the mix with a Kaepernick campaign. In that case, the gamble paid off. It won't always.

For this reason, it's important to weigh the risks and advantages of social causes. Some of these campaigns will alienate some consumers. Is that risk worth the gain of new, loyal customers who relate to the messaging?

Don't Forget the End Goal

Social causes and other "trendy" forms of marketing are effective at gaining attention, but it's still important not to lose sight of the bigger picture. Remember the end goals of the company's marketing. Sometimes, the end goal will not align with the trendy marketing campaign — and that's fine.

What matters is that the marketing strategy brings the business closer to its goal. Whether that's revenue, an uptick in loyal customers, or simply making a splash, there are many means to an end. Cause marketing is one avenue — and one that's difficult to come back from if done incorrectly.

Before jumping into an expensive new campaign centered around a cause, weigh the benefits versus the costs and ask how this campaign fits into the end goal. That may mean that the strong social cause the team is picturing does not line up with the company's goals.

It's better to identify the risks ahead of time than to lose customers over a poorly executed campaign that was only done in the name of being trendy.