Marketing is an industry propelled by change. Staying on top of the next device or newest ad format is likely what keeps most brand marketers up at night. There will always be buzzwords, trends and new “it” platforms that are revealed as quickly as they fade. But chasing every trend is not effective. The best way for marketers to know where to focus is to stay tuned to consumer attitudes. Looking beyond the latest digital advances, consumer demands are shaped by economic and social climates, too. A great example of how this combination can force brands to adapt is cause marketing.
Back in 1983, a popular credit card company first introduced cause-related marketing with a national promotion in support of the Statue of Liberty restoration. From that point on, many companies started contributing to causes. Some even ran cause-related campaigns from time to time, but then came the influential Millennial…
