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Cause-related marketing has become increasingly popular with big-name brands in recent years. As you look for ways to incorporate social awareness into your marketing, consider testing the waters using these tips.
• Social issues should align naturally with the existing branding of your company or product. This authenticity will help you connect with consumers.
• Consider how intense your social appeal is, as highly emotional campaigns could leave consumers with feelings of guilt, manipulation or distrust.
• Cause marketing offers you a way to connect deeply with ideal customers and energize your employees so they feel more connected to the community.
– Patricia Mills, C2 Communications
