Nashville-based PR and marketing agency Reed Public Relations has launched a new division dedicated to cause marketing.
That new practice will connect corporate clients with nonprofits by developing tailored cause marketing campaigns that foster corporate goodwill in communities across the country.
Reed PR founder and president Lauren Reed told O’Dwyer’s that as Millennial and Gen Z consumers gain more buying power, cause marketing will only grow as an essential avenue for brands. Recent research conducted by the agency suggested that 80 percent of consumers will purchase a product or service from a brand affiliated with a cause.
“Today’s consumers, particularly Millennials, demand that companies give back to their communities. It’s not an option anymore,” Reed told O’Dwyer’s. “Brands are starting to realize this but have trouble figuring out which cause to support and how to share this with their audiences. Our cause marketing division helps companies identify strategic philanthropic partners or create and implement new initiatives that reach consumers while being socially responsible.”
Reed recently embarked on its own cause marketing initiative, a travel scholarship program titled Be The Good, which provides grants for those who perform volunteer and missions work around the world. The agency, which specializes in media relations, crisis management and event planning for the hospitality, food and beverage, consumer brands and nonprofit sector, was founded in 2012.
Support for corporate social responsibility initiatives among public relations professionals has declined consistently each year for the past three years, according to the latest USC Global Communications Report.
True purpose-driven marketing isn’t about a one-off campaign. It’s about embedding values into the core of business operations. It's ensuring that marketing reflects genuine actions. It’s thoughtfully executed, authentic storytelling.
Brunswick Group has added Julia Giannini as a partner in its sustainable business practice to advise clients on societal and environmental matters.
Yesterday was yesterday, purpose and social impact has a new role to play in business strategy.
Consumers continue to place a premium on corporate responsibility, but they increasingly want to see that responsibility directed toward issues that affect the bottom line, according to a new study from Mission North
