It may be my age, it may be my level of wisdom, it may be age….didn’t I just say that…but a great many of my strategies lately contain an undercurrent of cause marketing. It’s as if my brief also has a line that says “What about this strategy will make the world a better place?” Back in the day my briefs were more likely to have the line “What about this strategy will sell more product, faster, regardless of consequence?”
My new approach certainly is intended sell more product, but it comes in an envelope of comfortable altruism. This new found reliance on educating over selling, undergirds my strategies. “An educated consumer” as they say.
Strategies that are more cause reliant take advantage of cultural context. Cause strategies feel more human. So what do we do with Axe? How do we package Coors Light? Geico? We do what we always do — but now we think more positively about people, planet and how our persuasion is a positive force. Bang (not a gun ban either).
PS. For examples of cause strategies for products write steve at whatstheidea.