Today, to bring this topic to the forefront, let’s start with a brief history.<\/p>\n\n
In 1983, the American Express brand pledged to donate one cent to help restore the Statue of Liberty every time its card was used. This #campaign<\/a> marked the beginning of a new way of communicating, associated with a cause, which would later be adopted by countless brands ‘around the world’. #CauseMarketing<\/a> took off, adding luster to advertising. \ud83d\ude80<\/p>\n\n But what exactly does it entail? Cause marketing is a #strategy<\/a> that focuses on linking a company or brand with a relevant social or environmental cause. Here, the full power of #advertising<\/a> is used to promote a specific cause and generate a positive #impact<\/a> on society, in addition to improving brand image\u2014it must be said\u2014as it also creates an emotional connection with the public. This is usually done through donations or direct collaboration with a non-profit organization, carrying out joint campaigns.<\/p>\n\n It should also be noted that these types of actions are often short-lived, and the cause may vary according to the company’s interests… or the opportunities that arise…<\/p>\n\n This sparked a concern within the advertising sector, which began to realize its power to generate positive change and was no longer content with recommending fundraising campaigns or philanthropic support for NGOs to its clients. It’s time to roll up our sleeves and truly get involved with society and the world we live in.<\/p>\n\n At ROSAPARKS, Brands with a Purpose<\/a>, we have been implementing a #new<\/a> approach for some time, one that more and more agencies and brands are joining\u2014those of us who want to be part of this great change. This new concept is #impact<\/a> #marketing<\/a>.<\/p>\n\n Impact marketing ACTIVATES, DEVELOPS, and COMMUNICATES the brand’s purpose<\/strong> and is born with this aim. It connects the brand with its target audience through values and experiences, creating a difference from the competition that is impossible to copy.<\/strong>\ud83d\udca5<\/p>\n\n It is ethical, committed, and unique marketing, where trust and the relationship established between brand and consumer are paramount. This is achieved through the activation of purpose and the development of positive social impact initiatives that demonstrate brands’ sensitivity to the challenges of our world, such as sustainability and social commitment<\/strong>. And that, dear community, is not a fleeting trend.<\/p>\n\n Unlike cause marketing, impact marketing develops from the heart of the brand. Contributing to society is no longer seen as something complementary or accessory, but rather as ensuring that the positive impact is consistent, aligned with the brand’s #purpose<\/a>, coherent with its values, and enduring over time. And, of course, with objectives that go far beyond the simple sale of products or services.<\/p>\n\n Impact marketing seeks to leave a real, consistent, lasting, and deeply rooted positive mark on society and the environment, as it must reside in the brand’s DNA. Companies that adopt this strategy aim to become agents of change and contribute to community well-being.<\/p>\n\n As you can see, there is a huge difference between both concepts, and more and more companies are aware of this. It is time to broaden our horizons and use all our business strength to ensure that objectives go much further and generate a great positive impact on society and the planet. Are you joining impact marketing?\ud83d\ude4c<\/p>\n\n #ROSAPARKS<\/a><\/p>\n\n #BeGoodBeRelevant<\/a><\/p>\n\n