Cause marketing and social sustainability, Part 2 - A blog by Peter Korchnak

Even though from the social sustainability standpoint its shortcomings outweigh its advantages, cause marketing has its place in fostering the social sustainability of business. You will do well by doing good.   Using cause marketing for enhancing your company’s People bottom line will require a few adjustments, however. These adjustments will 1) shift the definition of cause marketing, 2) alleviate its shortcomings, and 3) enhance the meaning of cause marketing.   Redefining cause marketing: From tactic to strategy   As beneficial as they are, efforts like Product Red don’t cut it from the social sustainability standpoint if it’s otherwise business as usual for you. Rather than a marketing effort, cause marketing must be elevated to the strategic level. Instead of aiming to promote your company or product, cause marketing must aim to generate social good. A cause must not be an external element of your business – it must be at the heart of your business.   click continue.