Marketing Currents - Business and Marketing Current Events

Beauty brands turn to cause marketing for pandemic holiday season


Following a deluge of Black Friday and Cyber Monday deals, Tuesday marks the day when brands aim to show consumers they are giving back.

As Giving Tuesday has gone from an anti-consumerism event to a cause-based marketing opportunity, companies are adapting their corporate social responsibility initiatives for a holiday season like no other in the U.S. 

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Discussion Questions:

  1. What is cause marketing?
  2. Why would a brand be interested in launching a cause marketing campaign?
  3. Why do you think beauty brands have turned to cause marketing for their holiday campaigns?
  4. Based on information from this story, describe one example of a cause marketing campaign.
  5. If you were a marketer working for a beauty brand and have been tasked with creating a cause marketing campaign, what would you do? Be prepared to share your ideas in class.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.