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 then? This is exactly what us at Fashionbi team asked ourselves and tried to illustrate it with multiple case-studies.

In this research are covered all types of the social and cause marketing campaigns by the fashion brands and retailers in the recent years. Read on and get a closer grasp at this very new way of marketing.


  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