When every brand starts fighting for a piece of the social good pie — allying with causes that have nothing to do with their core business — there remains no semblance of authenticity. So many brands have started engaging in some form of cause marketing or another, that consumers have become increasingly wary. Most cause marketing efforts appear to be desperate at best — and flat-out dishonest at worst.
“There has been a shift in perception among customers of what an authentic expression of a brand is,” said Max Lenderman, CEO of cause-marketing specialist agency, School. “And jumping on a cause is increasingly being viewed as not authentic.”
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