Business Ethics and Cause Marketing

All businesses must have ethical principles. Otherwise, the government would be forced to intervene and make more laws and regulations. Obviously, businesses do not want these. Therefore, having an ethical business is good business. Consumers are actually willing to pay more for products and services from companies who are committed to positive causes. This corresponds to cause marketing. This is a strategy that businesses use to align themselves with a cause in order to generate business and good customer relationships. A few examples of this are Starbucks College Achievement Program and The Body Shop Forever Against Animal Testing Campaign.

Starbucks decided to partner with Arizona State University (ASU) to create an opportunity for all U.S. employees to be eligible to earn their bachelor's degree with full tuition coverage. This is a great example of cause marketing. Many students will most likely try and work for Starbucks because of this. Parents and other individuals of society will be more inclined to buy Starbucks coffee in order to help them continue this program and help individuals go to college!

In 2018, The Body Shop took to social media and launched a petition to end animal testing in cosmetics. They gathered over 8 million signatures! They ended up bringing the petition to the UN! Ending animal testing globally was the ultimate goal. Another goal was to remind consumers about animal cruelty and the fact that all of the Body Shop products are cruelty-free. All consumers have to do is look for the pink bunny logo on their products. What an awesome cause!

The Body Shop: Forever Against Animal Testing – F-SQUARED THE BLOG.

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