Stand For Something Meaningful with Cause Marketing
August 12, 2025
Your business can do more than sell a product or service; it can stand for something. Something unforgettable. Something life-changing. Something that matters to other humans. When you raise your voice, it echoes. Every traveler who crosses your path hears it.
At some point in your business journey, you hit a fork in the trail. One well-used path leads to more of the same – sell, repeat, scale. This trail feels fairly level and straightforward. You know what to expect on the other side. The other trail winds somewhere deeper into the forest. Somewhat less predictable. This shaded, unfamiliar route offers your company an opportunity to grow into more than a vehicle for profit, but a force for good. That's the road of cause marketing, and it’s worth exploring.
Cause Marketing
Do you have the courage to venture off the well-used path to try out this unmapped road? Cause marketing is a partnership between your for-profit business and a nonprofit organization. When you choose to support a social cause that betters your community, supports schools, or stands up for fairness, it makes a difference. You’re still running a business, but now, every sale matters a little more. It isn’t about what you sell. It’s about why you sell it. When your customers see that you care, they’re a lot more likely to stick around for the journey.
Why Cause Marketing Matters: Why Take This Trail?
A cause gives your brand a compass.
When your brand stands for a cause, you have a direction that keeps you steady. A needle that points true even when the trail gets rough. There will always be twists, turns, and unexpected storms. It’s easy to get disoriented. When you regularly check your internal compass, customers feel the difference. That builds loyalty and emotional trust – the kind that lasts longer than any flashy sale or social media trend.
Cause marketing sets you apart from the crowd.
While your competitors scramble to shout louder, your business stands out by speaking from the heart. No marketing campaign feels more authentic, more passionate, than the one that bubbles from your own human experience. In turn, your quiet confidence attracts
employees who care about more than a paycheck. When you assemble a group of zealous team members, their combined, determined energy drives change more quickly.
A meaningful cause gives you richer stories to share.
Turn your marketing into a narrative people want to follow, not just scroll past. Help your business feel rooted and real. When you support a cause, you’re no longer just another neon sign on a wall. You become a brand that feels like a neighbor, teammate, or a leader in the community.
Cause marketing isn’t a detour from your path. It’s a scenic overlook.
Why do avid adventurers lace up their hiking boots week after week? Some appreciate the feeling of oxygen in their lungs. Some are determined to reach an impressive destination. Others appreciate every step of the journey. What if your path as an entrepreneur leads you to a bigger picture? A way to contribute your talents to better the world around you. A purpose far more grand than you ever imagined. As a business owner, you want the best for your family and your employees. Finding a cause that speaks to you could be the driving force behind why you do what you do.
The Numbers Speak Volumes
Recent studies show overwhelming support for businesses that support a cause:
- 89% of Americans aged 13 to 25 would switch to a brand associated with a good cause.
- 72% of consumers look for companies that share their values.
- 76% of consumers trust purpose-driven brands more.
- 81% of consumers say brands must earn their trust
- 91% of consumers are more likely to buy from a company that supports social or environmental issues
- 28% of consumers will publicly praise a company when their personal beliefs align with what brands are saying
- 64% of Americans choose, switch, avoid, or boycott a brand based on its stand on societal issues
How to Start: A Trail Map for Entrepreneurs
Every incredible journey starts with one deliberate step. Find your cause, pack light, and head out.
- Look inward. What matters to you personally? What do you care about outside of your business?
- Listen to your customers and team. What causes resonate with your community?
- Find alignment. Select a cause that naturally aligns with your brand or industry.
- Start small and steady. Maybe it’s a campaign. Perhaps it’s a partnership. Don’t try to save the world overnight.
- Make it Visible. Bring the cause into your content, visuals, and customer touchpoints.
- Commit for the long haul. True impact is about consistency, not quick PR.
What Cause Marketing Looks Like: Signs You’re Headed the Right Way
Along the path, you might wonder if you have veered too far (or not far enough). Look for the cairns, the markers, that show you’re on the right track.
Bring awareness to a cause or platform.
When someone sees your service vehicle, do they automatically know that you support the local children’s charity? When your customers pay at your register, are there reminders that a portion of your sales supports the food bank? Take a moment to share the stories of your cause. Tell your clients WHY it means so much to you. Your vulnerability strengthens a connection between you and your clients.
Sponsor local community events.
Kevin Gates once said, “When you stand for something, you've got to stand for it all the way, not halfway.” All the way means showing up, not just with a check in hand. Cheer on the sidelines in 100-degree heat. Collect school supplies in large boxes lining your lobby. Put your spreadsheets away for the day and spread the message that you care.
Volunteer as a team.
When your crew sets out on the same trail, something shifts. Working shoulder to shoulder toward a worthy cause builds unity and camaraderie in ways the office routine never could. Volunteering together gives your team a common purpose beyond crunching numbers for projects. When you serve a greater cause, you can all point to the summit and say, “Look at what we did!”
Advocate for something aligned with your mission.
Your voice carries farther than you think. Utilize your website, social channels, and customer touchpoints to highlight the cause that resonates with your brand’s mission. Share stories, partner with aligned organizations, and weave the message into your everyday marketing. Advocacy requires authenticity. It not only raises awareness, but it also invites others to join you.
The Payoff
When your business stands for something bigger than sales, you attract people who want more than a transaction. You build loyalty, legacy, and a sense of direction that lasts. Seth Godin has said, “The best way to be missed when you're gone is to stand for something when you're here.”
The work might be more difficult, but the view from the top is worth every step.
Are you interested in finding brands that have successfully aligned themselves with a cause? Our companion article, “Campfire Stories,” shares the experiences of actual JamboJon clients who didn’t want to settle for the satisfaction of mounting a hill. They wanted to reach the peak.
