Standards can limit out of the box thinking by placing constraints on how a problem must be approached or solved. This makes it difficult to consider alternative solutions to problems and can create a sense of “groupthink” in which everyone is expected to adhere strictly to certain standard practices, processes, or ideas without exploring what could be achieved through more creative approaches. Additionally, standards may also lead to tunnel vision when attempting to solve a problem, preventing people from considering other possible ways that could result in an even better outcome.
Cause marketing, or cause-related marketing, helps non-profits and worthwhile causes but it also helps brands differentiate and drive business. We outline how to do it, using examples. Gillette has announced their three-year plan to donate $1m each year to the organisation, Boys & Girls Clubs of America. It is a national organization of local chapters which provide after-school programs for young people. They aim to enable all young people to reach their full potential as productive, caring, responsible citizens. The organization encourages people to plan for the future, demonstrating good character and citizenship, and living a healthy lifestyle. Teaming up with the organization was to display its new marketing and brand identity. To encourage men to be their best, promoting a positive and healthier version of what they believe men should be. They pledged to challenge the serotypes and expectations of what it means to be a man. Their website has a link to apply one’s organisation to help The Boys & Girls club. Studies show that globally, Consumers are likly to swith brands, 66% change brands because they support a good cause, or for similar price and quality as other brands. 92% of consumers would buy a product with a social or environmental benefit over others, and 67% said they had done so in the past 12 months (cone).
They used a digital marketing strategy to run the ad online only, which was a cost-effective way to get people talking. It was a success, and the Campaign hit big, it got over four million views on YouTube in 48 hours and 13 million after 3 days. However, equally, it has divided the industry and consumers both in terms of creativity and execution, as well as strategy. P&G powerhouse acknowlege’s that brands do, in fact, influence culture and have a role to play in encouraging society, as a whole, to do better. CMO article “Marketing and advertising creative is such a big part of what consumers see every day. Reflecting society and shaping is both happening, but we have control over it, and if we take charge we can positively impact society,” said Anne Miles, managing director of International Creative Services. Gillette has resoundingly stood up and is taking part in the #metoo movement. The movement is against sexual harassment and sexual assault. Going virally in October 2017 as a hashtag on social media Twitter by American actress Alyssa Milano. It was to demonstrate the widespread prevalence of sexual assault and harassment, especially in the workplace. Milano encourages others to tweet about their experiences to show the magnitude of the problem. There was a massiv
