Sustainability & Brand Marketing - part 3

3 - Cause marketing and brand activism: mutually beneficial for a brand and for a cause – if done right.

This report provides beauty marketers with strategic frameworks, concrete tools and illustrative examples to improve the efficiency and relevancy of sustainable marketing claims by connecting them with what the brand stands for.

Conversely, it also highlights that what the brand stands for should increasingly integrate the sustainability imperative.

1 - Brand purpose: connected yet not the same as sustainability.
2 - Brand equity: the reciprocal contributions between sustainability claims and brand value.
3 - Cause marketing and brand activism: mutually beneficial for a brand and for a cause – if done right.

part 3 - Cause marketing and brand activism: mutually beneficial for a brand and for a cause – if done right.

Brands are now expected to share what they stand up for, beyond what they stand for

Although CSR has been grounded within business operations, recently, the stakes have gotten a lot higher. Companies / brands are increasingly expected to join or create a movement.