Brands and charities - cause marketing

Whenever i see a well known brand collaborating, donating or promoting a charity i am instantly more attracted to it. It gives the brand a humaine and kind image, which definitely evokes my trust in the brand and is authenticity, and for sure has an influence on any purchase from them.

It turns out i'm not alone with 85% of consumers said to be more likely to buy from brands that support charities than an alternative brand.

Balenciaga x with world food programme

However great brands working with charities can be it definitely isn't completely selfless, and there is usually some corporate gain. As i have proven myself i am more trusting of a brand after seeing them associated with a charity. This trust makes the business look better, and also makes me as a consumer feel better about purchasing from the brand, all of this coverts to purchase and profit for the brand, a lot of the time more than what they put in to support the charity. Brands also may collaborate with a charity to change a perhaps bad brand image to a good one, or even to increase their own brand exposure by using the charites marketing showcasing there association.

 Although any exposure or donation to a charity is great and will help an important cause no matter any ulterior motives, i cant help but feel saddened by the hard and selfish corporate motives being associated with such sensitive and selfless organisations. Is it right to use something that takes nothing, but that aims to give to others, for corporate gain?

  

Never the less i do believe that there are great brands with real authenticity (rather than perceived), that are truly involved with charities for the sole purpose of believing in the cause.

 Project 7 sells gum, snacks, bottled water and clothing. For each product purchased they make a corresponding donations for things like fruit trees, meals, digging wells, and providing education. 

Yoobi sells colorful school and office supplies, and donates the same number of supplies purchased to U.S. schools in need

For each of their glass water bottles purchased, Faucet Face donates the profit from the sale as well as a water filter to the clean drinking water charity Third Millennium Awakening (TMA)

For every packet or jar of peanut butter purchased from Good Spread, the company donates an equivalent amount of "therapeutic food" to a malnourished child.