At our recent Women in Marketing event we held a conversation discussing the different aspects of “Marketing for Good.” The conversation explored examples and themes including Cause-Driven Marketing Pointers, The Power of Empowering Communities through Marketing, Focusing on Building Trust and Authentic Connections, and The Role of AI in Marketing. 

Read the event recap here. 

Being purpose-driven leads to stronger relationships with consumers rooted in trust, a positive perception of the Brand, excited employees and stakeholders who feel like their work has meaning, and more. By leaning into cause-driven marketing, Brands make a stronger impact, and gain more traction. Past studies show that consumers want Brands to care, especially when it comes to values that align with their own. 

Through our research and discussions, we were inspired to point out a few ad campaigns that use their influence for good. 

Here are five of our favorite marketing campaigns that amplify what it means to be purpose-driven:

Purpose-Driven Ad #1 | Ben & Jerry’s - "Pioneering Political Purpose"

Ben & Jerry’s "Pioneering Political Purpose" campaign highlights the company's dedication to social, environmental, and political activism, promoting significant societal change. The campaign includes initiatives like “Save Our Swirled” to combat climate change, “Empower Mint” for racial justice, and “I Dough, I Dough” supporting marriage equality. Notable achievements in 2023 include supporting the unionization of workers at their flagship store and mobilizing customers for climate action. Despite facing scrutiny, the company remains authentic in its advocacy, reinforcing its Brand identity and building a loyal customer base​.

Marketing Learnings:

• Be authentic and bold as to who your Brand is and what you stand for. If you are consistent and firm, the right audience will find and support you. 

Purpose-Driven Ad #2 | Sesame Workshop - "Mental Health Awareness”

Sesame Street is more than just a show. The long standing, beloved TV show that has touched the lives of people from every generation continues to make magic and leave an impact.

Sesame Workshop launched the "Love, Your Mind" campaign in partnership with the Ad Council and Huntsman Mental Health Institute, as part of their multi-year commitment to the emotional well-being of young children and their families. This campaign, which began in 2023, includes public service announcements (PSAs), videos, podcasts, and a variety of research-based resources aimed at helping children understand and manage their emotions. 

A key feature of the campaign is a series of videos featuring beloved Sesame Street characters, such as Elmo, teaching mindfulness techniques like humming to manage big feelings. All we have to say is…where was this when we were kids? The initiative addresses the growing mental health crisis and provides accessible and supportive resources for families in both English and Spanish.

Marketing Learnings: 

• In order to make strides with such a powerful campaign, it’s important to have trust. This campaign utilized familiar, trusted characters to relay a heavy message, and made simple, actionable steps for viewers to follow. The ad was also accessible since it was bi-lingual and on multiple platforms.

Purpose-Driven Ad #3 | Who Gives A Crap - "Toilet Paper That Builds Toilets"

This campaign gets a royal flush for cleverness, hilarity, and, most importantly, impact. Who Gives A Crap's "Toilet Paper That Builds Toilets" campaign focuses on selling eco-friendly toilet paper while donating 50% of its profits to improve sanitation in developing countries. Since its inception, the company has donated $8.3 million to WaterAid and other WASH (Water, Sanitation, and Hygiene) organizations, impacting over 10,000 people globally. The campaign emphasizes sustainability by using 100% recycled or bamboo fibers for their products, significantly reducing environmental impact compared to traditional toilet paper production.

Marketing Learnings:

• This campaign shows levity for a serious topic like sustainability. It emphasizes that anyone can make an impact and be a hero, even on the loo. Using humor to relate to your consumers is a great tool. Leaning into sustainability, especially if you’re in an industry that produces waste, can be an impactful way to provide alternatives to consumers, and create fans. 

Purpose-Driven Ad #4 | Bombas - "Buy One, Give One"

Bombas’ "Buy One, Give One" campaign is a hallmark of their commitment to social responsibility. Since 2013, this initiative ensures that for every product purchased, Bombas donates another to someone in need. The campaign has led to the donation of over 100 million items, including socks, t-shirts, and underwear, to homeless shelters and communities in need across the United States. 

Their recent efforts involved more traditional advertisements and displays to highlight the gravity of homelessness. They also set up a microsite for interviews with people experiencing homelessness. This initiative not only addresses the critical need for these items in homeless shelters, but also raises awareness about homelessness and engages consumers in meaningful social impact​. 

Marketing Learnings: 

• Bombas’ storytelling connected with their audience by providing transparent and honest metrics about homelessness, thus sparking empathy with their consumers. They also tied their business to a cause that requires community engagement. 

Purpose-Driven Ad #5 | Degree - "Not Done Yet" 

Launched in 2022, "Not Done Yet" inspires individuals to overcome limits. It featured three marathon runners who had previously failed to complete a marathon, giving them a second chance at the San Francisco Marathon. Degree partnered with Tyler Cameron as the team trainer to motivate and guide the participants​​. Their journeys were documented throughout. 

Additionally, Degree supported Achilles International with a $50,000 donation to help athletes with disabilities participate in races, emphasizing their commitment to inclusivity and that we are all athletes. The campaign generated 1.2 billion earned impressions, sparking conversations about persistence and movement​​.

Meet the Not Done Yet athletes here. 

Marketing Learnings: 

• Through impactful storytelling and collaborative partnerships, Degree really humanized their brand. They also told their story across platforms to amplify the message, and backed up their beliefs financially. 

Companies everywhere with products like toilet paper or ice cream are doing what they can to make a difference in their corner of the world. Do you fall into line with the consumers who like their products to contribute to something bigger and the Brands they use stand for something? Could your Brand make a positive impact, even if it’s a small one? 

If so, be sure to be authentic, build trust, lean in hard, tell people’s stories, exist on multiple platforms to amplify your message and make your campaign accessible, and humanize your brand to connect with your audience.