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Funny.
But true.
I worry about causes going down the path that “Green” took. What once stood for environmental stewardship now stands for…well, who knows what it stands for. The term has been so muddled and prostituted by marketers.
Green Gone Wrong
We’ve all seen ridiculous campaigns masquerading as “green”. Greenwashing has overtaken the term “green” in meaningful marketing discussions.
Per Wikipedia, Greenwashing is generally used when significantly more money or time has been spent advertising being green (that is, operating with consideration for the environment), rather than spending resources on environmentally sound practices.
And now “causewashing”.
Defining “Causewashing”
Would the Wikipedia definition apply to cause marketing as well? Should we cry “causewash” when significantly more money or time has been spent advertising being cause-conscious than goes to the cause at hand?
Here’s the dilemma in my mind. Those of you that read this blog regularly know I’m an idealist by nature; this I am the first to admit. I want us all to get along, work together to make this world a better place and I think everyone, from corporations to politicians to individual citizens have a responsibility to share their gifts toward that end.
However.
I am at least a partial realist and I see the continuum of this effort and the need to love people where they are in this process of awareness. This is why I love cause marketing. It enables participation by those who might not otherwise seek out opportunities to contribute to a meaningful cause. It builds awareness.
Moving Cause to the Next Level
But see how this can backfire? This is why I’m not a huge supporter of slacktivism campaigns where consumers are prodded at every turn to click to vote for this cause or that. Yes, it’s an initial step but my fear is that causewashing will ensue if we don’t move these campaigns to the next level. For more on this see More is More and Cause Marketing 2.0.
For the answer to this question of how to raise the bar for cause I turn to you.
What is the best way to bring cause mainstream without losing the authenticity and heart behind it? What should the definition of “causewash” be? What are examples of “causewashed” campaigns you’ve seen (and cringed at)? Please add your comment below.
Continue the conversation! Join me on Twitter.
Megan,
Ah, love the questions. I share your take on cause marketing, social mission: I’m an optimist and try not to punish companies for not putting on a perfect campaign. “Gotta start somewhere is where” I usually come down.
I think we’re going to see more companies internalizing social and environmental responsibility so that it won’t be so campaign-based and voter-based, but will exist in the packaging, educational labels, supply chain relations, employee enablement, etc.
Still, I think specific campaigns are important to bring to light specific issues, raise funds and, yes, test messaging, impact, etc. for companies (you wrote on that in another post and I agree).
Thanks so much for your foreshadowing on my next post, Olivia!
And agreed. I look forward to the day where such “responsibility” efforts are integrated more fully and bridge the gap between the current silo-ed approach. What a novel idea…having marketing, operations, supply chain, etc. all talking to one another versus each running their own separate “campaigns”.
I think we still have a long way to go before we see this integration on a large scale. But it’s sure nice to have some good role models like AmEx and Levi’s in the meantime!
Unfortunately, I think cause washing has already happened and it’s here to stay. But there is another message to take away from green washing – most green washing is pretty transparent, and from a casual observer’s perspective, it hasn’t hurt the overall cause at all.
Just look in the trunk of many shoppers today. How many carry their own shopping bags? Look at the preponderance of recycling bins around the country, the blue trashcans at people’s homes, the smart appliances, the smart cars, the hybrids, all things that didn’t exist a decade or so ago.
Yes with green we take 3 steps forward and 1 step back. But there has been a cultural shift, and it continues. The world we live in today is not the same as it once was.
I believe we’re on the same path with cause marketing. Companies will always seek to take advantage, but cause is becoming more and more infused. The bad campaigns will become transparent, and people will continue to be cause oriented.
I recently attended a high-school business plan competition and every team was required to work philanthropy into their business plans. The vendors we use with our company are all cause-oriented, they are proud members of their communities who give back regularly. This is a new world and the path seems forward.