Every day, your audience is bombarded with marketing messages. But the ones that truly stand out? They come from brands that mean something, brands that connect with people on a human level.
At CMA, we’ve seen firsthand the impact that cause-driven marketing can have on engagement, retention and long-term brand advocacy.
That’s why this February, we’re spotlighting Heart Month, a national health initiative raising awareness about cardiovascular health.
But beyond the campaign itself, we’re using it as an opportunity to share a bigger truth: When brands align with meaningful causes in a way that feels truly authentic, they forge stronger, lasting relationships with customers, members and employees.
The Data Speaks: Why Purpose-Driven Marketing Works
Cause marketing isn’t just a feel-good strategy. It delivers real business results.
The numbers tell all:
- 78% of consumers say they are more likely to remember a brand that has a strong purpose. (Cone/Porter Novelli)
- 66% of consumers would switch from a brand they typically buy to a new brand that supports a cause they care about. (Edelman Trust Barometer)
- 83% of millennials say it’s important for the companies they buy from to align with their values. (Cone Communications)
- Purpose-driven brands grow two times faster than those that focus solely on profit. (Kantar Consulting)
“Authenticity is everything in marketing,”
CMA President Christian Amato
“When companies align with a cause in a way that’s truly genuine—not just a PR stunt—it strengthens relationships and builds real trust. And trust is the foundation of brand and customer loyalty.”
How Cause-Driven Marketing Drives Engagement & Retention
When companies embrace purpose-driven marketing, they benefit in multiple ways. Here are a few:
- Stronger Brand Loyalty – Customers want to support companies that share their values.
- Higher Engagement Rates – Cause-driven content often sees up to four times more engagement than standard promotional messaging.
- More Meaningful Connections – A brand with purpose sparks conversations, builds emotional bonds, and fosters a deeper sense of community.
- Enhanced Employee Morale & Retention – Employees take pride in working for a company that supports meaningful initiatives, leading to higher job satisfaction and productivity.
“At CMA, we’ve seen how brands that authentically align with causes don’t just gain awareness—they gain advocates,” Amato says. “Whether it’s supporting Heart Month, sustainability efforts or local community initiatives, when brands show they care, they create lasting emotional connections that drive long-term engagement.”
How to Build Cause-Driven Marketing into Your Brand Strategy
Want to integrate purpose-driven marketing into your strategy? Here are a few key steps:
- Align with the Right Cause – Choose an initiative that fits naturally with your brand’s values and mission. Customers can see through forced partnerships—make sure your cause aligns with your brand’s identity.
- Make It Personal – Authenticity is key. Share real stories, employee involvement, or customer testimonials to showcase why the cause matters.
- Engage Your Audience – Go beyond a simple donation or social media post. Create interactive campaigns, events, or challenges that invite customers and members to participate.
- Incorporate It into Your Year-Round Strategy – Cause marketing works best when it’s not just a one-time initiative. Find ways to integrate purpose-driven efforts into your long-term marketing strategy.
- Measure the Impact – Track how your cause-driven campaigns affect engagement, retention, and overall brand perception. Use this data to refine future initiatives.
Marketing with Heart: A Win-Win Strategy
Cause-driven marketing is about more than just doing good. It’s about building genuine, long-term relationships with your customers and members.
By showing that your brand stands for something bigger, you’re not only making an impact, but you’re also building loyalty, trust and deeper emotional connections that translate into real business success.
As we continue our Heart Month initiative, we encourage you to think about how your brand can align with a meaningful cause.
Let’s create marketing that resonates, inspires and makes a difference—within the community and your bottom line. Contact CMA today.