6 Cause Marketing Campaigns to Inspire for 2019

What is Cause Marketing?

Cause marketing aims to raise awareness and funds for non-profits and worthy causes whilst simultaneously driving business. By championing a cause for good, businesses can benefit from raising awareness and funds for non-profits whilst gaining profit and positive recognition of their own.

Many brands have benefited from cause marketing over the years, developing memorable campaigns, raising funds and awareness for very worthy causes. However, cause marketing doesn’t just benefit brands’ pockets – it also helps to develop an increased connection with the public, highlighting a shared value between business and consumer.

Below we outline some of our favourite, recent cause marketing campaigns…

Cause Marketing Examples

  1. Ben & Jerry’s – #LiftTheBan
  2. Lush x Orangutans SOS – When They’re Gone, They’re Gone
  3. Iceland x Greenpeace – Rang-tan Palm Oil Campaign
  4. Skittles x LGBT Charities – Only One Rainbow Matters
  5. Fairy x TerraCycle – Ocean Plastic Bottles
  6. The Body Shop x Cruelty Free International – Forever Against Animal Testing

Ben & Jerry’s #LiftTheBan



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The purpose of Ben & Jerry’s 2019 #LiftTheBan campaign is to raise awareness and pressure the government to ‘lift the ban’ on UK asylum seekers not having the right to work while they wait for a decision on their claim.To highlight this cause, Ben & Jerry’s are advertising designs of unappealing icecream flavours as a metaphor for ‘things not making sense’.

Teaming up with Refugee Action, Ben & Jerry’s are encouraging their audience to sign a petition to lift the ban, all whilst increasing brand awareness of their product.

Lush x Orangutans SOS


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Back in late 2018, Lush partnered with Orangutans SOS to raise funds to purchase 50 hectares of ex-palm plantation in Cinta Raja, Sumatra, turning it back into a diverse orangutan habitat.To do this, they created a selection of themed, limited-edition soaps.

At the time the campaign went live, there were only 14,600 Sumatran orangutans remaining in the wild.

Therefore, Lush produced exactly 14,600 patchouli and orange orangutan soups to highlight that once they are gone, they are gone for gone forever.

Iceland x Greenpeace No More Palm Oil


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Towards the end of 2018, frozen food supermarket Iceland pledged to remove palm oil from its own label food, investing millions of pounds to make the change. They are the first UK supermarket to have made this move.Working with Greenpeace, a TV Christmas ad campaign was created to raise awareness on the subject. It was subsequently banned from TV for being too political, which in turn raised a huge backlash and only garnered more recognition.

It was viewed over 65 million times on social media, despite the TV ban, which additionally highlights the power of controversy in marketing.

So how did Iceland benefit from investing in this? Greenpeace summarised it well:

Iceland may be small, but it’s created a huge media storm. If companies want to avoid being shunned by their customers in favour of palm oil-free alternatives, and the industry wants to shield itself from more blanket bans, it’s time to reform.

Skittles x LGBT Charities Only One Rainbow Matters


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Skittles have been removing the rainbow from their Skittles and packaging since 2016 during the month of London Pride.Leading with the intent of “During Pride, only one rainbow matters.”, they donate 2p of every pack to LGBTQ+ charities.

However, not everyone is a fan of the repeating campaign.

Some felt that the campaign was inadvertently racist by excluding all colours but white and highlighted exclusion rather than the inclusion of all colours.

Fairy Ocean Plastic Bottles


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In 2018, Fairy made 320,00 Fairy Ocean Plastic bottles made from 100% recycled plastic and ocean plastic in partnership with TerraCycle.The project aimed to drive awareness of the issue of ocean plastic pollution and inspire consumers to get involved in beach clean-ups and household waste recycling.

Tom Szaky, the CEO of TerraCycle stated:

We are proud to be working with an iconic brand like Fairy to launch a fully recyclable bottle made from 100% recycled plastic and ocean plastic. The issue of ocean pollution is a pertinent one, we hope other brands will be inspired to think creatively about waste and make the circular economy a reality.

The Body Shop x Cruelty Free International Forever Against Animal Testing


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In 2018, The Body Shop launched a petition to gather 8 million signatures to end animal testing in cosmetics, globally. They succeeded in doing so, and have taken their petition to the UN.This campaign reiterated The Body Shop’s continued fight and stance against animal testing and reminded consumers about their commitment towards testing in cosmetics.

They encourage consumers to only purchase products which incorporate the Leaping Bunny Logo, of which all of The Body Shop’s products contain.

Is Cause Marketing Worth It?

Cause Marketing needs to capture everything your audience holds dear and create genuine social impact. Do it well and your business will benefit from the increase in brand equity. Nearly two-thirds of millennials and Gen Z express a preference for brands that have a point of view and stand for something.

But you have to do it right. When it comes to social issues, consumer preference is very strong. A recent study revealed that 64% of consumers choose, switch, avoid or boycott brands based on their stand on societal issues.

For businesses who want to embark on a cause marketing campaign, you need to weigh up the cost of execution against the risk of alienating your audience. But it can be a tough challenge.

A recent survey at the Cannes Lions Festival of Creativity found that 78% of business execs believe that they are failing to deliver on social pledges.

You can’t just talk a big game, you need to deliver. Choose your cause wisely. Listen to your audience. Invest the money and the time your cause deserves.

Consumers want to see a positive change in the world. We’re all being encouraged to come together and build a better world. Cause marketing has a powerful role to play in galvanising this desire and leading the change.

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