As part of demonstrating their commitment to social justice, many companies are offering consumers an opportunity to donate to social justice causes with every purchase.
Consumers want to know not only what you sell but also who you are, so companies provide customers with additional value by supporting causes important to the consumer and the brand, fostering brand loyalty, and a sense of purpose beyond consumerism. Authenticity is of vital importance here. This “cause marketing” brings up a number of concerns:
- Are companies operating consistently with state charitable solicitation laws?
- What are they representing about HOW MUCH will go to charity (implied claims)?
- How are consumers assured that their money is going to the designated cause?