Which cause marketing trends will pave the way in 2023?
To help you optimize your opportunities for cause marketing for your brand in the coming year, we asked marketing experts and business leaders this question for their best recommendations. From ‘Buy One, Give One’ to donating a portion of company profits to charities, below are several trends that will help you make a meaningful impact with your brand in 2023.
Here are six cause marketing trends that leaders feel will shake up 2023:
- Buy One Give One
- Using Virtual Reality to Invite Customer Involvement
- Collaboration with a Charity
- Environmental Cause Marketing
- Partnering with Social Causes
- Donating a Portion of Company Profits to Charity
Buy One, Give One
Baruch Labunski from a national SEO firm offers the advice, “Causes offer a reasonable basis for brand marketing and one way to emphasize a particular cause in 2023 is a buy one, give one type campaign. The idea is if a customer buys a product from your brand, your brand will then donate the product or something else of value to a cause.”
Mr. Labunski goes on to explain that, “Tom’s made this famous when they told customers they would donate a pair of shoes for every pair purchased. Some cosmetic companies are doing this by donating makeup to women’s shelters for every purchase made. Pet product companies do this by donating a bag of pet food to an animal rescue group for every purchase made. Those who find it impractical to donate a product can donate a specific amount of money per purchase to a worthy cause.“
Using Virtual Reality to Invite Customer Involvement
Aviad Faruz from FARUZO New York is excited about the possibilities emerging with new technologies. He shares that, “I think that one cause marketing trend that will be popular in 2023 is the use of virtual reality. With virtual reality, companies can create immersive experiences for their customers that allow them to feel like they are directly involved in the cause. This can be a powerful tool for marketing and fundraising as it can create a strong emotional connection with potential donors or customers.“
Collaborate with a Charity or Organization with a Worthy Cause
Salvador Ordorica from The Spanish Group suggests, “Together, you can reach a wider audience and raise awareness of your business by collaborating on campaigns that benefit the local area and work to improve the planet. To expand your audience and increase your effectiveness, you might collaborate with a charity, a non-profit, or simply another company that offers a service or product that is comparable to yours. Many brands collaborated to provide memorable experiences during the pandemic. A great example of this is Lyft and Bread of Life who teamed up to use their current platform to give back by giving workers access to rides.”
Environmental Cause Marketing
Jim Campbell from Wizve, a digital & affiliate marketing agency advises focusing on environmental causes. “In recent years, there has been a growing trend among businesses to engage in cause marketing. This involves partnering with a charity or cause in order to promote a shared goal or message. In return for their support, businesses often receive positive publicity and greater brand awareness. This type of marketing can be extremely effective, but it is also important to choose the right cause to partner with. In 2023, one popular trend in cause marketing will be environmentalism. More and more businesses are looking for ways to reduce their carbon footprint and show their commitment to protecting the planet. Environmental causes such as climate change and deforestation are becoming increasingly important to consumers, and they are likely to support businesses that align with their values. As a result, environmental cause marketing is expected to be one of the most popular trends in the coming year.”
Partnering with Social Causes
Blogger Erik Emanuelli describes his opinion on the topic, “One popular cause marketing trend in 2023 will be for businesses to partner with social causes that align with their company values in order to create more authentic and transparent marketing messages. By partnering with a social cause, businesses can show their customers that they are not just interested in making a profit, but that they are also committed to making a difference in the world. This can help build trust and loyalty among customers, and can also attract new customers who are looking for companies that share their values.
Mr. Emanueli adds that, “Several examples of social causes that businesses may consider partnering with include environmental protection, animal welfare, human rights, and poverty alleviation. Cause marketing campaigns that focus on these issues can help businesses connect with customers on a deeper level and create a positive impact in the world.”
Donating a Portion of Company Profits to Charities
Tiffany Hoffman of a Texas lawfirm shares her thoughts, “One popular cause marketing trend in 2023 will be for businesses to partner with social causes that align with their company values in order to create more authentic and transparent marketing messages. By partnering with a social cause, businesses can show their customers that they are not just interested in making a profit, but that they are also committed to making a difference in the world. This can help build trust and loyalty among customers, and can also help attract new customers who are looking for companies that share their values.
Ms. Hoffman adds that, “Examples of social causes that businesses may consider partnering with include environmental protection, animal welfare, human rights, and poverty alleviation. Cause marketing campaigns that focus on these issues can help businesses connect with customers on a deeper level and create a positive impact in the world.“
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