Cause-related Marketing
Guest Author: Ron Nadeau, co-founder, Grabber Performance Group
 - Originally published in Outdoor Retailer Magazine, September 2001
- Reprinted with permission
I want to offer my opinion about outdoor business and our responsibility to make a difference and a profit at the same time. We know there's a lot of damage to the earth now and that we're active participants in it. We hear about pollution of every sort, from overcrowding to ozone depletion, global warming, species extinction, resource depletion, starvation, mass eco-destruction-the list goes on. How much evidence do we need before we, as outdoor industry advocates and businesses, start doing something more about it? And what can we do as responsible businesspeople to help educate, implement, improve and drive responsible practices that will improve life?
Before I offer a possibility, I suggest you answer a few rather tough questions. What is the spirit and soul of your company? What is the essence in the motivation of what you do? How and where does the spirit and soul of your business show up in the market?
I started a business with the idea that the true bottom line was about making a difference for the environment and humanity. It's come down to giving back to that which ultimately sustains and supports us-the earth, environment and, of course, the people who are our customers. I've followed my heart, trying to give back given the restraints of income, profitability, corporate politics, salesmanship and life's ups and downs.
Over time, I've learned that people are territorial and sometimes have limited perception, ignoring problems that seem beyond their own backyard. Take, for example, all the problems associated with global warming and species extinction. Certainly, there is a basic lack of respect for other species on the planet and for ecosystems. All of life is connected, but too many people seem to lack this basic awareness. We're only looking at what is in front of us and not taking in a larger reality.
The earth is really a very small place-it's only 24,859.82 miles in circumference at the thickest place. I know people who put more miles on their car in one year. We must somehow wake up to the idea that our backyard is not that big and we all must share it.
While people are often unaware of issues that will affect them, it is possible to raise awareness, change the way we perceive the Earth and act responsibly. If we do these things, we can make a great impact. After all, our products and services do get around! We can't keep making a living at the Earth's expense. We can't expect our resources to be renewed with the current rate of consumption and destructive exploitation. There has to be some payback and it has to be balanced-reciprocity is a good beginning.
"Cause-related marketing"-sometimes called "be-cause-related marketing"-is one way to be responsible, and its effects can be amazingly positive for businesses. With cause-related marketing, you simply link your company, brand or product to a worthy social cause, project or organization that ultimately produces a reciprocal and mutually beneficial result.
There's a ton of information on cause-related marketing available through organizations like Business for Social Responsibility, Roper Starch Worldwide, Patagonia, Eddie Bauer, REI, Timberland and other organizations in our industry that have been using this make-a-difference approach to improve bottom line profits while reinvesting in natural resources.
There are many compelling reasons for cause-related marketing, but one of the most important reasons is building better relationships. According to the Cone/Roper Cause Related Branding Study, 93 percent of executives say they use cause-related marketing to build deeper relationships with customers by tying into their values.
This obviously transfers to the bottom line, allowing for more giving and receiving with long-term loyalty from employees, your distribution system, customers, your community, government and investors. Certainly, there are distinctive competitive advantages. This takes the old strategy of "price, quality and service" and adds tangible meaning that aligns a company or brand with a larger purpose for being.
Theologian Thomas Berry said: "The earth asks us to accept greater responsibility. We must exchange mindlessness for mindfulness." Now is the time to wake up as businesspeople and help others wake up. Get out and join something really big-pick a cause on Planet Earth and make a difference!
©2001 Bill Communications, Inc. No part of this site may be reproduced without written consent of the publisher.
Ron Nadeau is co-founder of the Grabber Performance Group,
a member of Business for Social Responsibility
a member of Shaman's International,
and a Conservation Alliance board member.
E-mail Ron Nadeau
Ron recommends the following site for more in-depth information and action:
One Percent for the Planet
SCORN & WINE PRESS, September 2002 Edition
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