Cause-based marketing sees brands launching campaigns and posting on Instagram to show their support for social issues. Yet while they may mean well, such efforts are routinely criticised, especially by discerning Gen Zers. So, how can brands demonstrate their commitment to a good cause?
Jill Brown is a professor of management at Bentley University. Her work focuses on strategic leadership, including CSR, corporate governance, and ethics.
Mary Noel is the director of partnerships at DoSomething Strategic, a consulting firm specialising in the wants of young consumers.
Darren Loucaides is a travel writer and music critic for the BBC. He’s lived and travelled in Italy, the Middle East and Latin America, and has become obsessed with the parallels between cultural and political trends.
India Doyle is editorial director at Canvas8, helping brands to understand culture and their place in it. She leads a global editorial team to deliver strategic, actionable insights that keep Canvas8 members in tune with their audience. With over 10 years of experience as a culture and fashion journalist, India has contributed to the likes of SHOWStudio, Dazed and Confused, ekathimerini, Wonderland, and Dapper Dan magazine.
