Brands want to connect to cultural moments. Twitter moves quickly and is the vessel for cultural conversation — so it’s the best place for brands to connect to their customers through culture. However, with each Women’s History Month or climate change awareness or Pride (etc, etc.) campaign that is done well — there is another cause-based campaign that falls flat and creates negative attention for a business, instead of the good will they were hoping to produce.
But it’s worth a brand’s time to figure out cause or “belief-driven” marketing. As an Edelman study shows, “Fifty-seven percent of consumers around the world will buy or boycott a brand solely because of its position on a social or political issue.” And that group of consumers has grown in each of Edelman’s proceeding studies.
So it’s in a brand’s interest to take a stance on something. And then incorporate support of that cause into their business model. But how strong of a stance? And how much should be given? Modern cause marketing is still an evolving ground but a few companies are doing an exemplary job.
I’d seen Bombas before. My friends love them — won’t take them off. And, personally, I remember any company that has a bee in their logo. But in June I was targeted with this Tweet: