filter by date: December 2009

Undoubtedly the biggest night in advertising, the Super Bowl attracts all the big players – from Anheuser-Busch InBev to GE – and for the past nine years, Pepsi has been one of the biggest. Until now. This week, the beverage giant announced it will not be advertising in the 2010 Super Bowl. Instead, Pepsi will be investing $20 million into its new cause marketing program.

What a difference a year makes. Last February, we gave kudos to several companies that spent top-dollar to communicate their social and environmental commitments during the Super Bowl. As the 2010 Super Bowl approaches, we are blown away by one company’s decision not to. Pepsi is forgoing millions of guaranteed consumer eyes and ears for higher-touch social media tactics that will be incorporated into its cause program in the coming year. This decision speaks volumes about both the changing role of media and the growth of cause marketing as a central part of brand strategy.

So, as we head into 2010 with hopes of an economic recovery in our sights, there is really no denying that cause has reached new heights. We stand at an exciting moment in time for cause – at the onset of a new year that will bring new opportunity. And with such bold moves from big brands, it appears we’re off to a good start.

With COP15 in full swing, climate change discussions are heating up – and environmentally conscious companies are joining the conversation. Several big players, including Timberland (Cone’s client) and Coke have launched consumer-focused campaigns to raise awareness of the importance of COP15, which aims to secure a new global climate change treaty to replace the Kyoto protocol.

Image via www.donttellusitcantbedone.com

Because Timberland’s business is the environment, the company has a vested interest in proving companies can make a profit and save the planet – without passing the cost to the consumer. Through its global “Don’t Tell Us It Can’t Be Done” campaign, Timberland hopes to bring the importance of climate change, and the need for binding legislation, to the forefront by giving the public a forum to let their voices be heard. Consumers are invited to get involved by signing an online petition at www.donttellusitcantbedone.com and staying up-to-date on conference happenings with an on-the-ground reporting team, comprised of environmental journalist Olivia Zaleski and Found Objects Films founder Gabriel London, who will post daily recaps and exclusive interviews at www.earthkeeper.com/ActionCenter.

In addition to the “Don’t Tell Us It Can’t Be Done” online campaign, Timberland is connecting with consumers on climate change through global advertising, in-store displays and social networks like Twitter and Facebook. And the campaign doesn’t end after the COP15 conference. No matter the result of the conference, Timberland will continue to call for commitment to the long-term outcome. The company has already achieved a 27 percent reduction in emissions since 2006, committed to building all new U.S. stores to LEED standards and implemented the Green Index, which measures and reports on products’ environmental impact, to help inform the design process.

What’s more, Timberland’s sincere attempts to drive social justice through commerce are paying off. President and CEO Jeff Swartz has appeared in the New York Times, Newsweek, Fast Company and The Sunday Times, and on Fox Business Network’s America’s Nightly Scoreboard and several major UK stations to discuss the company’s environmental commitments. And Timberland’s Earthkeeper collection, comprised of eco-friendly gear, now accounts for about 5 percent of total sales—proof that companies don’t have to choose between making a profit and doing good.

- Erin Zwaska, Account Executive

We’ve all seen examples of companies jumping on the cause bandwagon, but this may be the first boat. According to a recent article from The Wall Street Journal construction is underway on Utopia, a luxury cruise ship that is using more than onboard amenities and exotic ports-of-call to sell its multi-million dollar residences. More than just a luxury cruise, it’s being touted as a “‘platform’ for learning, cultural exchange and philanthropy,” complete with an on-board Philanthropy Concierge.

So what is the connection to philanthropy? The cruise liner’s Web site indicates residents have opportunities to host galas on board – with mention that fundraising solicitation of other residents is not allowed – a Philanthropy Concierge who will book a lunch or dinner with other philanthropists at destinations along the route or day trips to visit an orphanage. All of these “philanthropic” options are situated alongside amenities such as “shopping” and “indulgences.”

But there’s something about Utopia that has us feeling a bit sea sick. Philanthropy requires a contribution to organizations seeking solutions to social problems, yet the Utopia program appears to fall short. There is no clear connection between the on-board services offered and any tangible outcomes, or even tangible opportunities for that matter, which makes it feel more like a way to balance extravagance with altruism than a true commitment to social good.

What do you think? Is Utopia smart to promote philanthropic behavior on its luxury ship, or are they simply using the buzzword to appear committed to the greater good?

We hardly need another reason to extol the value of dedicated volunteers to the work of nonprofit organizations, but bear with us a moment, this one is pretty compelling. According to a new study, not only do volunteers add value to an organization, but it turns out they give value, too.

A study of more than 1,000 people from the Fidelity Charitable Gift Fund and VolunteerMatch revealed, on average, people donate 10 times more if they have volunteered during the past year. Specifically, the study showed Americans who had volunteered in the past 12 months donated an average of $2,593 compared to $230 from non-volunteers. Finally, this benefit is staying inside the organization’s walls in most cases: 67 percent of American volunteers say they generally give back to the same organizations where they volunteer.

These powerful statistics are further underscored by the shared attitude (for two-thirds of survey respondents) that “true philanthropy” translates to both time and money. The survey only spoke to individuals, but this sentiment also holds true for companies who can multiply their own impact on important causes by dedicating both time and financial resources. The takeaway is that “true philanthropy” requires a holistic approach, and frankly, we couldn’t agree more.