Cause marketing is now expected from companies and brands. Instead, I propose marketers trace their efforts back to those basic human needs and start trying to meet them.
There are 2 points this article makes that I like:
- Make sure the business stories you are telling connect to fundamental human needs
- Make sure your business stories, values, and the values of your customers are aligned.
The author also makes the case for adding cause marketing into your efforts. Read this article to see how KFC didn't connect these dots and got in trouble, and what happened when Yoplait did and won.