Meaningful marketing: All in a good cause

Hard data on the impact of meaningful marketing programmes can be elusive.

Meaningful marketing: All in a good cause

Tracy CarlsonRight-Brain Brands

People are now more questioning of corporate social responsibility and cause marketing. Brands need to show that their campaigns have a real benefit to society.

We live in a world flooded with choices and glutted with messages at every turn. As brands try to connect with customers in this din, some have found new ways to distinguish themselves by undertaking efforts with a positive societal benefit.

Hard data on the impact of such meaningful marketing programmes can be elusive. The longest-running studies of efforts (as tracked by Cone Inc....

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