So many brands have discovered a higher calling lately that I can’t take it.
On a recent commercial break, every brand was doing something cause related. (Well, except Dealin’ Doug, our local car dude.) The message seems to be “We’re not selling shampoo, we’re empowering people.” “We’re not shilling processed cereal. Heavens, no! That’d be crass. We’re taking a stand for the mildly endangered malamute.”
I can’t really blame these companies. All the marketing experts are telling them that the future is cause. Former CEOs and CMOs give corporate talks about it. Both Ted and TedX are all over it. And there are lots of good books about it. (I should know. I own a bunch, and I’ve actually read a couple of them.)
So even I believe it’s true. But it has to be done right.
I’ve been involved in a couple myself and I’ve learned that when they’re true to the product, it works. When it bubbles up from culture, it rings true. You know, like when Dawn washes those ducks. Bingo.
And while virtue is supposed to be its own reward, lately it’s also become the path to ad show hardware. Apparently even Cannes has instructed the judges to weight work higher in judging when it aims to make a difference. So it's clearly a rewarding thing on many levels.
It’s just that so many companies are doing it badly. It’s become a marketing opioid. An easy rush rather than sincere and meaningful.
Again, it has to come correct. The company has to put some muscle behind it, not just marketing dollars. To really commit in some real way, not just donate .000001% of every product sold. Because when it comes out that they’re not walking the walk, the talk fails. And it always comes out. That’s when it shifts from cause to cause célèbre. (See what I did there?)
More often than not, it feels patronizing and pandering. Honestly, I think I’d rather be just sold to than being tricked that you care about the Indiana rainforest or a bee keeper after-school program.
Just give it to me straight. Sell me your high fructose beverage. Pitch me your processed wheat products. All this cause stuff is starting to feel saccharine. Give me some straight sugar.
At least it’s honest. And I believe Dealin’ Doug would agree with me.