How did a travel company grow its revenue by 42 percent during the recent economic stall? It attracted more customers (around $150 million worth) because it aligned its business model with sustainability. “Sustainability is at the forefront of our business model because of customer demand,” says Gap Adventures CEO, Bruce Poon Tip. A demand that Bruce [...]
Letting people pay what they want, with the promise that 50% will go to charity, produces a higher profit than selling the product at a fixed, market price. It also earns more money for the nonprofit Leif Nelson, an associate professor of marketing at the Haas School of Business at UC Berkeley, ran an experiment [...]
Here are some of the areas that compel me (in some cases because my understanding is terribly weak–I’m talking to you, Measurement) that I will focus on this year: Measurement Impact (the object of measurement) is the reason I write this blog. Although I grasp the framework of measurement and evaluation, I want to better understand [...]
This piece was originally written for and published on Reach Students. If 94% of Millennials condone cause marketing why do only 53% report buying a product that benefits a cause in the past year? The first finding is compelling, the second certainly is not, particularly given that in many stores you’d have to struggle not to buy [...]
Scandal in-the-making, customer-pleaser, tax write-off, nonprofit cash cow or game-changer? Which hyphenated phrase will best describe Nordstrom’s new concept store, which will donate all net profits to charity? I was interviewed recently by American Public Media’s Marketplace on the Nordstrom concept store, set to open in Soho next fall, and on the growing appeal of [...]
Neither nationwide purse-tightening nor cries of Slactivism! Greenwashing! and Fad! have shaken cause marketing. Eighty-three percent of consumers “want more of the products, services and retailers they use to benefit causes,” according to Cone Inc.’s 2010 Cause Evaluation Study. But how do you do cause-related marketing (or cause branding) right? Pick a cause you care about. [...]
How does a physician with sufficient medical knowledge and analytic ability distinguish himself? He measures high on the empathy scale. Once a physician gets past a certain threshold of analytic ability, he’s proven himself to be an okay doctor on the functional front, so the point of differentiation becomes his empathic abilities. When the Jefferson [...]
Rather than doing the industry in, cause-washing might just save corporate sustainability. Although consumer trust is worse than we thought, the anecdote has the potential to alter the way companies do business and consumers shop. Less than one percent of people (surveyed recently by BBMG in partnership with B Lab) trust company advertisements or statements [...]
I'm Olivia Khalili. I created Cause Capitalism to show you how to grow your business by incorporating a social mission. 
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