Whether and how a brand supports a cause is becoming an increasingly relevant crossroad on a consumer's buying path. Still, this remains an oft-neglected consideration -- perhaps partially because it is difficult to measure immediate ROI and that, in turn, can make it a hard sell for executives focused on the bottom line.


However, there has definitely been an upswing in brands supporting causes in a higher profile manner, especially when it comes to the women's market.
The Dove Campaign for Real Beauty, which began in North America in late 2004 - and was already quite an innovative advertising approach on its own, made another very noticeably bold step by launching its Dove Self Esteem Fund via a February 2006 Super Bowl ad/video, "Little Girls." Their work continues to be going strong, and you can follow it on their site.
Tupperware, a brand that seems ever-connected to the big, green, round cookie container of my youth, has just announced its own new cause partnership: Chain of Confidence. The brand has gone through many changes over the years (it was founded in the mid-1940s), and the same has been the case with its evolving core customers and frontline salespeople these past 60-plus years.
In an effort to stay connected with today's social/corporate responsibility-aware women, Chain of Confidence enlisted Brooke Shields as the spokeswoman, and will donate funds to the cause of the Boys & Girls Club of America's Smart Girls. As with all these efforts, it will be interesting to see how long the partnership is maintained, if women respond, and how Tupperware will weave the cause into its brand for the longer term.
The truth is that many women like the idea of there being a "value add" in their purchasing decisions (or side business, as in the Tupperware case), all with the thought of influencing the greater good. Tupperware (and other more women-focused brands) have been tending to this cause-supporting point on a woman's buying path earlier than more traditional brands, but now is the time for the others to catch up.
While they don't each have to develop high profile partnerships, hire celebrity spokespeople and host online communities, all those many brands serving women (way beyond just beauty and homegoods, by the way) will have to make their own noticeable cause-marketing partnership steps.
Women are definitely watching to see how all brands will evolve to serve their more holistic viewpoint.