Benefits of cause related marketing

In today’s business landscape, consumers are more socially conscious than ever before, seeking out brands that align with their values and contribute to a greater cause. As a result, incorporating cause-related marketing has become essential for building a purpose-driven brand and achieving long-term success. 

In doing so, you not only attract and retain customers who are passionate about making a difference, but also foster trust, loyalty, and a positive brand image. 

Introduction to cause related marketing

Understanding cause marketing

Cause marketing, also known as cause-related marketing (CRM), is a strategy that involves the cooperative efforts of a for-profit business and a non-profit organisation for mutual benefit. 

It’s not merely a marketing tactic: 

  • It’s a commitment to making a difference in the world by aligning your brand’s mission with a specific cause. 
  • It’s about creating meaningful connections with your customers beyond the transactional level, by demonstrating that your company values align with theirs. 

Today, cause marketing is more important than ever. In our digitally connected world, socially conscious consumers are seeking brands that not only provide great products or services but also contribute to a greater cause. They value transparency, authenticity, and social impact. 

Cause marketing can be a powerful tool for driving business growth while making a positive impact for people and planet.


The rise of cause related marketing

The rise of cause related marketing can be attributed to changing consumer behaviours and the evolving business landscape. 

Today, consumers are more informed and they care about the environment, social justice, community welfare and more. They are not just interested in what companies are selling, but also in what they stand for. 

A Nielsen study showed that 66% of global consumers are willing to pay more for sustainable brands, and this percentage is even higher among millennials.

In response to this shift, businesses started leveraging cause marketing to connect with consumers on a deeper level. Major brands have successfully used cause marketing to boost their image and increase customer loyalty while contributing positively to society.

Cause marketing is not a trend that will fade away. With the rise of social media and real-time information, consumers’ demand for transparency and social responsibility will only continue to grow. 

What are the benefits of incorporating cause related marketing in business? 

Incorporating CRM into your business strategy is not just beneficial, it is essential for survival in today’s competitive landscape. 

CRM offers businesses an opportunity to engage with customers beyond the point of sale. It allows your brand to create meaningful connections with consumers, fostering loyalty and trust. By aligning your brand with a cause that resonates with your target audience, you demonstrate that your business is about more than profit – it’s about contributing to society and making a difference.

Moreover, CRM improves brand perception and boosts your business reputation. A Cone Communications study found that 91% of global consumers are likely to switch brands to one associated with a good cause, given similar price and quality.

Investing in CRM not only drives customer loyalty and revenue growth, but also helps you attract and retain talented employees who want to work for a purpose-driven company. CRM is a win for businesses, consumers, and society!

The importance of building a purpose-driven brand

Aligning brand with company values

Aligning your brand with your company values is a critical step in building a purpose-driven brand. Your brand is not just your logo or tagline; it’s a reflection of who you are as a business and what you stand for. It encapsulates your mission, your beliefs, and your commitment to your customers and the wider community.

When your brand aligns with your company values, it creates a powerful connection with your customers, demonstrating you have a vested interest in creating change. 

Today’s consumers are more likely to support companies that take a stand on social, environmental, and ethical issues. By aligning your brand with your company values, you can resonate with these consumers, foster brand loyalty, and build a strong, purpose-driven brand that stands out in the market.

Portraying company as a transparent operator

Nowadays, transparency is not just appreciated—it’s expected. Being a transparent operator means openly communicating your business practices, values, and impact to your stakeholders. 

Transparency is crucial when it comes to cause-related marketing. Consumers are increasingly sceptical of corporate greenwashing and expect proof of the impact their purchases are making. 

This is where platforms like i=Change come in. With every purchase, customers can see exactly how much is being donated and where it is going. They can track the impact of their donation in real-time, providing them with the transparency they crave.


Portraying your company as a transparent operator not only builds trust and credibility with your customers, but also strengthens your brand image. When customers trust you, they are more likely to remain loyal to your brand and recommend you to others. 

Benefit from the i=Change platform

Choosing NGO projects for high impact

Choosing the right NGO projects to support is crucial for a successful cause-related marketing strategy. With the i=Change platform, you have the option to select up to three NGO projects that align with your brand values and mission. This allows you to focus your efforts on causes you genuinely care about and where your contributions can make a real difference.

But how can you ensure you’re choosing high-impact projects? 

  1. Consider the transparency and accountability of the NGOs. Through our third-party app integrations, such as our Shopify Donation App, i=Change provides real-time tracking of your donations, ensuring your contributions are making a tangible impact. 
  2. Consider the relevance of the projects to your brand and customers. Supporting causes that resonate with your target audience can enhance customer engagement and foster loyalty.
  3. Consider the scale and scope of the projects. Supporting initiatives that have a broad, positive impact on communities or the environment can amplify the value of your contributions. 


By choosing high-impact NGO projects, you can maximise the effectiveness of your cause marketing strategy and drive meaningful change in the world.

Providing customers choice

The i=Change platform provides a unique opportunity to give your customers choice and transparency post-purchase or when sending an invoice. Your customers will be empowered to choose which of the three NGO projects your donation goes towards.

Providing choice can significantly enhance your customer loyalty and engagement. It positions your brand as an authentic and accountable operator, one that values its customers’ involvement and is dedicated to making a positive impact in the world. 

Sustainability journey through i=Change

The i=Change platform enables businesses to embark on an impactful sustainability journey. By allowing customers to choose which NGO projects to support, businesses can not only demonstrate their commitment to important causes, but also involve their customers in their journey to make eCommerce more sustainable.

This journey is an ongoing commitment to making a positive impact on people and planet. With every purchase or invoice sent, your customers can see the contribution they’re making and track the impact of their donations in real time. This transparency and engagement fosters a sense of shared purpose and collective action.

Moreover, the i=Change platform allows businesses to bring to life their sustainability journey. It provides a platform to share stories of change, showcase progress, and inspire others to be a force for good.

Giving back should not be a complicated or daunting process. With the right platform and strategy, it can be seamlessly integrated into your business model. The i=Change platform makes it simple for businesses to give back, engage their customers in their sustainability journey and create positive change.

Giving back is not just good for the world; it’s good for business too. 

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Shop brands giving back

  • Vixen & Fox gives from every sale to:

    • Clothe the vulnerable
    • End violence against women
    • Support a child to recover
    Vixen & Fox
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    • Support diversity
    • Clean the sea
    • End hunger through gender equality
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    • Support children in emergencies
    • End violence against women
    • Give shelter
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  • Sand + Salt Kids gives from every sale to:

    • Clean the sea
    • Support mental health
    • Support a child to recover
    Sand + Salt Kids
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    • Clean the sea
    • Restore the Reef
    • Plant a Coral
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    • Protect a woman
    • Restore the land
    • Support mental health
    In Practice Skincare
  • Fox and Leo gives from every sale to:

    • Support a woman
    • Help restore sight
    • Back her brilliance
    Fox and Leo
  • Niptuck Swim US gives from every sale to:

    • End violence against women
    • Build a woman's future
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    Niptuck Swim US
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    • Feed aussies in crisis
    • Clean the sea
    • Rewild Australia
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    • Restore the land
    • Support mental health
    • Back her brilliance
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    • Protect a woman
    • Empower migrants
    • Back her brilliance
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  • The Creative Sprout gives from every sale to:

    • Support kids with cancer
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  • United Bracelets gives from every sale to:

    • Feed aussies in crisis
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    • Restore the land
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  • Nutra Organics gives from every sale to:

    • Protect a woman
    • Feed aussies in crisis
    • Help people, help planet
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  • Babyccino Bear gives from every sale to:

    • Help tiny babies survive
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    • Feed an Afghan child
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  • Bliss & Balance gives from every sale to:

    • Restore the Reef
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    • Support mental health
    Bliss & Balance
  • Jonny gives from every sale to:

    • Prevent trafficking with education
    • End the marriage of girls
    • Clean the sea