This year’s Brand Love Report from Talkwalker and Hootsuite highlighted the importance of cause marketing for brands. Being outspoken about diversity, equity and inclusion was one of the key characteristics of America’s 10 most-loved brands.
Purpose-driven marketing has just gotten a bit easier for marketers thanks to a new partnership between Qonsent and Givsly, which embeds the consent enablement platform’s technology into Givsly‘s Good Advertising platform.
The collaboration enables marketers to incorporate and track cause-related elements within creative campaigns, while allowing consumers to share their data for good and see how they’re subsequently contributing to causes and nonprofits.
“It’s increasingly important to the public that brands respect a customer’s personal data and give back to the community,” said Joshua Lowcock, global chief media officer at UM.
Marketers can choose to integrate campaigns with causes from Givsly’s more than 335 nonprofit members, which include Girls Who Code, American Cancer Society, Feeding America and Charity Water.
Marketers can link brand donations to actions such as ad views and engagements.
The importance of cause marketing
Linking brand marketing to raising awareness and funds for organizations that do social good is far from a new strategy, but it is one that’s becoming more important – in particular to engage younger consumers who want to see brands making a positive difference in the world.
More than half of Generation Z and millennial consumers say it’s vital that their values are shared by brands, according to a Whalar study explored in this SmartBrief article.
The partnership between Qonsent and Givsly not only enables marketers to connect with consumers via the causes they most care about, but also delivers on a second issue close to consumers’ hearts – the safety of their personal information.
Just 40% of consumers trust marketers to use their data responsibly and safely, according to a Twilio study.
“By integrating first-person consent, we’re allowing companies to adhere to consumers’ data privacy concerns and laws while still celebrating the impact that every one of us can make in the world,” said Chad Hickey, CEO of Givsly.
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