Were you aware that a whopping 55% of consumers have their hopes set upon brands and not the government for a better future for the community? This is just a glimpse of how important companies appear in the eyes of their dear consumers.
This trust is all a phenomenon of what we term as Impact marketing. Impact marketing / Cause marketing is a combination of marketing campaign with purpose driven elements that drive a positive change for consumers of a communities that emphasize the glory of sustainability.
These individuals value their sustainability and when business activities tally along the cause they support, it leads to high sales. The core principle of impact marketing is not “MARKETING”, but rather portraying your brand as a corporative structure that is socially responsible (CSR).
As ACE digital marketer Neil Patel quoted ” Authentic, value-driven branding will help businesses build trust and foster deeper connections with their audience, reality is exactly the same. Cone Communications, performed a case study in 2020 on how much consumers prioritize a brand that leverages sustainability.
The results pinpointed the conclusion that 86% of consumers expect companies to dilute active engagement in social and environmental causes and issues. Likewise, 77% feel a deep connection with purpose-driven companies.
Core Elements Of Impact Marketing: Best Social Cause Campaigns
What boils down to impact marketing is the amalgamation of understanding cause marketing while acknowledging the core elements that drive the process.
Millennials and Generation Z are more inclined toward purpose-driven brands. With the modern digital touching baby boomers more than ever, they too prefer brands that meet their idolized causes. This is why marketing to baby boomers in 2025 is more important than ever.
Let’s understand the core elements of impact marketing:
1. Purpose-driven Messaging
Brands are delivering their core values, principles, and vision through a lot of digital channels and marketing platforms. An even smarter way is through communicating how the brand’s products and services contribute to the wellness of the community, society and environment.
As an example “Manang Valley“, one of Nepal’s largest premium wine brands has been actively engaging in promoting the community as a whole. The company’s messages focus on empowering the locals of Manang.
2. Sustainability And Ethics
Brands should demonstrate their unparalleled effort in participating in sustainable practices. Their marketing strategies should focus to attain low and reduced environmental impact.
Also engaging in fair trade, and practicing ethical methods in all stages of product manufacture all the way to distribution is an act of ethical literacy.
3. The Art Of Storytelling
Audiences rely on, connect with, and trust brands on an emotional level. The ability of a brand convey stories that affect people on a heightened emotional level makes the brand stand out.
Working on the values, morals, and causes they believe in is a fantastic way to prosper in the market. As an example, an animal lover can truly connect with a brand that produces stylish, high-end vegan leather products with a cause to donate a share of profit towards animal rescue organizations.
4. Engaging The Community
Engaging the customers and suppliers of a brand in marketing promotions and campaigns, with the help of partnership and collaboration with organizations having similar purposes.
Manang Valley Wine And Impact Marketing
Manang Valley Wine is a prominent wine brand in Nepal, that embodies the spirit of the Himalayas. This prominent brand incorporates mouthwatering wine-making and sweetly impacts marketing. Firstly, Manang wines move ahead embodying the essence of unity.
The locals of Manang have confessed their gratefulness for receiving employment opportunities in Winery and apple orchard farms located at an altitude above 3300m. This move has single-handedly made the locals of Manang engage in a cause to preserve their symbol of recognition which is “apples“.
Manang Valley hosts the biggest apple farmland in Nepal, presumably one of the largest in Asia. Tourists are attracted to this farmland producing high-quality apples and the Bhartang winery, making Manang popular.
The locals are grateful for the recognition and high visits Manang has received. This attainment is a result of Manang Valley wine’s impact and cause in making Manang and the people in the valley employed, recognized, and highlighting the place’s apples as a global brand.
The company’s directors have also inaugurated a luxury hotel and a small hydropower project further contributing to communities’ welfare! Manang’s story inspires as some of the best cause related marketing examples!
Marketing Strategy Impact Assessment
A marketing strategy impact assessment is a model employed to determine the most effective methodology to acquire predetermined goals.
Brands cleverly employ a list of various marketing strategies for different segments of customers holding different impact and cause beliefs. Different messages through different channels are provided to the customers.
Identifying the most effective strategy, to hit the bull’s eye and bag the greatest impact zone that yields a maximum return on investment is the way to excellent cause advertising.
Common Impact Marketing Tactics
Winning the hearts of customers is much more than neatly wrapped products or sweetly advocated services. Companies and brands engage in a lot of activities that drive brand notions as well as community service.
As an example, brands such as Classmate can effectively onboard campaigns such as afforestation programs. Such measures are taken to replenish for every tree that is deforested. This tactic is helping students of a community study using their notebooks while giving back to the community through afforestation which is a high-impact cause!
Likewise, organizing blood donation programs other other medical camps are amongst great cause marketing examples. The cause title can be as simple as “for every person that donates blood a child will be educated”.
Building infrastructure like schools, hostels, medical camps, and other infrastructures for people of the community and society is another great way to uplift cause marketing. Donating a percent of sales is another commonly employed metric.
Impact marketing campaigns that foster strong emotional connections and purpose-driven messaging are not only 2X as memorable as traditional ones but also boost customer retention rates, often surpassing 60% in loyalty programs.