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Is A Social Cause A Necessity For A Brand?

Is A Social Cause A Necessity For A Brand?

Congratulations Community Action Services for being published in Forbes.

Published by:

Sara Davis, Forbes

May 25, 2018

Since 2006, TOMS has been a popular name when the discussion turns to brands that support social causes. TOMS’ social cause is more than providing footwear — it includes initiatives to help provide clean water, eyewear, medical procedures and safe births, local jobs, education, and training. It’s a robust business model that has helped the company achieve success.

It begs the question: In the digital age, do companies need a social cause to thrive?

Because 87% of consumers would buy a product based on a company’s advocacy on an issue they care about, according to the 2017 Cone Communications CRS Study (registration required), I believe it has become almost necessary. I’ve helped many businesses and tech companies adopt social causes that match their brand initiatives. I also work with a nonprofit in Utah to spread the message about the many initiatives and programs it offers.

Of course, as with anything, there are pros and cons of aligning your brand with a social cause.

Read the full article here.