cause marketing: meaning, definition, pronunciation and examples
C1Formal/Technical
Quick answer
What does “cause marketing” mean?
A business strategy in which a company partners with a non-profit or social cause for mutual benefit.
Audio
Pronunciation
Definition
Meaning and Definition
A business strategy in which a company partners with a non-profit or social cause for mutual benefit.
A type of corporate social responsibility where a commercial enterprise and a charitable organization collaborate, with the business promising to donate a portion of its sales or profits to the cause, aiming to increase sales while also doing social good.
Dialectal Variation
British vs American Usage
Differences
The term is equally used in both varieties. Spelling 'marketing' is consistent. No significant regional variation in the term itself.
Connotations
Neutral-to-positive in professional contexts. Potential negative connotation of insincerity ('bandwagoning' on a cause) is present in both varieties.
Frequency
Slightly more frequent in American business publications due to the larger market size, but a standard term in UK business lexicon.
Grammar
How to Use “cause marketing” in a Sentence
[Company] + engaged in + cause marketing + with + [Charity][Brand] + launched + a cause marketing campaign + supporting + [Cause]Vocabulary
Collocations
Examples
Examples of “cause marketing” in a Sentence
verb
British English
- The firm decided to cause-market its new line of trainers in partnership with a mental health charity.
- They are cause-marketing around the issue of food poverty.
American English
- The brand is cause-marketing its summer collection with an ocean cleanup nonprofit.
- We should cause-market this product to align with our corporate values.
adverb
British English
- The product was marketed cause-centrically.
- The campaign was designed cause-marketing-first.
American English
- The brand is positioning itself cause-marketing-forward.
- They approached the launch cause-marketing-heavy.
adjective
British English
- They developed a cause-marketing proposal for the board.
- The cause-marketing angle was central to the press release.
American English
- They hired a cause-marketing agency to design the campaign.
- The deal included a cause-marketing component.
Usage
Meaning in Context
Business
Our Q4 strategy includes a major cause marketing push aligned with environmental sustainability.
Academic
The study critiques the efficacy and ethical dimensions of cause marketing in consumer perception.
Everyday
I bought this shampoo because the brand's cause marketing supports clean water projects.
Technical
The campaign employed a transactional cause marketing model with a one-for-one donation structure.
Vocabulary
Synonyms of “cause marketing”
Strong
Neutral
Weak
Vocabulary
Antonyms of “cause marketing”
Watch out
Common Mistakes When Using “cause marketing”
- Using 'cause marketing' to mean marketing that *causes* something (e.g., 'The ad caused marketing problems').
- Confusing it with 'social marketing' (which promotes behavioural change for public good).
FAQ
Frequently Asked Questions
No, cause marketing is a specific tactic *within* the broader strategy of CSR. CSR encompasses all of a company's social and environmental efforts, while cause marketing explicitly ties a commercial transaction (a sale) to support for a cause.
Yes, if consumers perceive the effort as insincere, exploitative of a serious issue ('cause-washing'), or a distraction from the company's own negative practices, it can lead to public backlash and damage the brand.
The (PRODUCT)RED campaign, where partner companies like Apple and Gap donate a portion of sales from specially branded RED products to the Global Fund to fight AIDS, is one of the most well-known global cause marketing initiatives.
Ideally, it's a win-win-win: the non-profit/cause receives funds and awareness, the business increases sales and improves its brand image, and the consumer feels good about their purchase.
A business strategy in which a company partners with a non-profit or social cause for mutual benefit.
Cause marketing is usually formal/technical in register.
Cause marketing: in British English it is pronounced /ˈkɔːz ˈmɑːkɪtɪŋ/, and in American English it is pronounced /ˈkɑːz ˈmɑːrkɪtɪŋ/. Tap the audio buttons above to hear it.
Phrases
Idioms & Phrases
- “[Not typically idiomatic]”
Learning
Memory Aids
Mnemonic
Think: A COMPANY's CAUSE (goal) is profit. A CHARITY's CAUSE (goal) is good. MARKETING connects them. Cause + Marketing = Profit + Good.
Conceptual Metaphor
BUSINESS IS A PATRON (of social causes). MARKETING IS A BRIDGE (between commerce and charity).
Practice
Quiz
What is a key characteristic that often distinguishes 'cause marketing' from pure 'corporate philanthropy'?