Driven by passionate entrepreneurs who care as much (if not more) about creating positive change in the world as they do about making money, cause marketing is gaining ground. Naturally, this approach to business is emanating throughout the natural, organic and healthy products space—as companies connect their brands and products to a mission as a means of differentiating themselves, particularly in saturated categories such as tea and energy bars.
Many companies are embracing the “one for one” model that has been so successful for TOMS Shoes, which donates one pair of shoes to a child in need for every pair of shoes purchased. ICareBar, for example, donates a food bar to hungry people in the United States for every bar that is purchased. For every bag of its Love Crunch that is bought, Nature’s Path gives an equal amount of food or cash to support food banks.
Mission-backed products can cost more than conventional offerings, but this doesn’t seem to be hindering sales. Consumers are moving beyond price as their single purchasing filter; and just as we’ve seen shoppers willing to spend more on organic offerings or on products targeted to a specialty diet, many also want to support worthy causes and demonstrate their values through their product purchases.