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The Marketing of ‘Good’- Cause or Care?

BY ROSS MOLLOY, Lead, Consumer Journey Design, Client Solutions AND RABE IYER, CEO, WAVEMAKER MENA

As Philip Kotler said, “In the future there will only be good companies because a bad company can’t survive very long.” In todays corporate world shareholder primacy is the order of the day and profits per quarter have taken precedence over the long-term interests of many organizations. Business growth is the mandate that must be delivered, and every dollar spent must prove effective in achieving this goal. So how are companies putting the greater good ahead of their self-interest? “Cause Marketing” has been widely adopted by brands to serve as a bridge to emotionally reach consumers with a meaningful message while they pursue their commercial objectives in parallel. Causes ar


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