The Rise of Cause

Social responsibility and cause marketing have been a growing part of the ROI mix for brands for several years. At this moment in time, the engaged public is saying, you need to back up your words with actions…and it must be for a longer period than one of short-term mourning. Long-term healing, and change, and action, are now front and centre for a growing number of consumers when making purchasing decisions.

 

A New Chapter

In terms of exposure, and dollar investment, the monies going to cause and social responsibility in sport is increasing. Cause marketing and social responsibility are a big part of the constant engagement, and involvement and a point of view become a natural flow of discussion. Sports is no longer an escape from reality, it is part of the reality we deal with, and the messages are there on the court, on the field, and on the uniforms

 

Cause and Sport Going Forward

According to Accenture’s 2018 Global Consumer Pulse Research, 62% of global consumers want companies to take a stand on issues they are passionate about. 64% of consumers find brands that actively communicate their purpose more attractive. Cause marketing and social awareness campaigns tied to sport and business have become profound and vibrant. The one-offs of the past have become the consistent messages of today and will continue.

 

This is the “new normal,” and we look forward to seeing the impact they can have, Cause and Sport, both on society and on brand marketing.