What is Cause Marketing?

How Fashion Brands Turn the Social Trends into the Communication Strategy

Cause marketing or cause-related marketing refers to a type of marketing involving the cooperative efforts of a for-profit business and a non-profit organization for mutual benefit. The term is sometimes used more broadly and generally to refer to any type of marketing effort for social and other charitable causes, including in-house marketing efforts by non-profit organizations.

The principles of cause marketing refer to aligning a brand with a cause to produce profitable and societal benefits for both parties. These mutual benefits can include the creation of social value, increased connection with the public, and the communication of shared value, as well as profit.

But what is the difference between cause marketing, social marketing, and corporate giving? This question we asked ourselves and tried to illustrate it with the case-studies.

In this research, we tried to cover all types of the social and cause marketing campaigns by the fashion brands and retailers during the recent years.


  1. Introduction
    1. Cause Marketing vs. Corporate Giving vs. Social Marketing
      1. Types of Cause Marketing
        1. Social Advocacy without Donations
        2. Cause Marketing with Donations
      2. Digital Campaigns
        1. Celebrity Endorsed Movements
          1. Key Takeaways
          Related Marketing Research