Would you buy from a different brand that supports a worthy cause? Most people would. Studies show that over 90% of consumers make this choice when quality and price match up.
This shift in buying behavior has helped reshape the scene of cause-related marketing. What was once optional has now become a major revenue driver. Patagonia's 100% for the Planet campaign raised over $10 million during a single Black Friday. Chili's Create-A-Pepper initiative generated more than $100 million to benefit St. Jude Children's Research Hospital. Walgreens achieved record-breaking success with their Red Nose Day campaign, which raised $49 million by selling 12 million red noses across the country.
These examples showcase more than just heartwarming stories - they demonstrate profitable business strategies where social good and revenue growth align perfectly. The following 12 remarkable cases reveal how companies converted their charitable programs into multi-million dollar successes.
American Express: The Original Cause Marketing Pioneer
Image Source: https://postalmuseum.si.edu/
American Express introduced cause-related marketing through an innovative campaign to restore the Statue of Liberty in 1983.
Campaign Overview and Strategy
The company promised to donate one cent from each card transaction and a dollar for every new card issued in the final quarter of 1983 [1]. This creative approach created mutual benefits for both the cause and company through customer participation.
Revenue Impact and ROI
The campaign delivered outstanding business results. Card usage jumped 28% during the promotional period [2]. New card applications rose by 45% [3], which showed a strong link between social responsibility and business success.
Key Success Metrics and Learnings
The project raised USD 1.70 million for the Statue of Liberty restoration [1]. The campaign revealed three essential principles that make cause marketing work:
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Clear consumer action tied to charitable giving
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Transparent donation structure
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Measurable results for both business and cause
This success reshaped corporate philanthropy and changed how businesses approach social responsibility. Corporate giving to nonprofit organizations reached USD 21.00 billion by 2022, a 13.4% increase from the previous year [4].
American Express's innovative campaign established its expertise in cause marketing and created a model that many companies follow today [5]. The results proved that businesses could boost revenue while making a positive social difference.
Patagonia's 1% for the Planet
Image Source: Patagonia
A casual fishing trip conversation in 2001 sparked Patagonia's 1% for the Planet initiative that transformed cause-related marketing through environmental stewardship.
Campaign Structure and Implementation
Patagonia's founder Yvon Chouinard and Blue Ribbon Flies' Craig Mathews made a bold pledge. They decided to give 1% of their annual sales—not just profits—to environmental organizations [6]. Their logic was simple: businesses should protect the resources they profit from. The program quickly caught the attention of brands like Brushfire Records, Klean Kanteen, and New Belgium Brewing.
Revenue Generation Methods
The campaign's effect on Patagonia's business success turned out to be remarkable. The company's sales jumped by nearly one-third to USD 543 million after launching their environmental initiatives [7]. The next year brought another 6% boost to USD 575 million [7]. This approach helped generate about USD 158 million in apparel sales [7].
Environmental Impact Metrics
The environmental results stand equally impressive. 1% for the Planet has certified more than USD 691 million in donations to environmental causes through steady execution [6]. Patagonia's steadfast dedication goes beyond just giving money:
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Their Ventura headquarters runs entirely on 100% renewable energy
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87% of their product line contains recycled materials [7]
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The Worn Wear program has fixed more than 130,000 garments [7]
The initiative has brought together over 2 million people with environmental nonprofits [7], creating waves of environmental activism worldwide.
Dawn Saves Wildlife Campaign
Image Source: The Business Journals
Dawn's wildlife conservation campaign has been running since 1978. It remains one of the longest-running cause-related marketing initiatives in corporate history [8].
Partnership Strategy and Execution
The campaign centers on mutually beneficial alliances with two leading wildlife organizations - International Bird Rescue and The Marine Mammal Center. These partnerships cover 600 miles of coastline in California and Hawaii [8]. Dawn has taken part in over 200 rescue missions through these collaborations [8]. The team especially focuses on animals affected by oil spills and environmental disasters.
Sales Impact and Brand Lift
Market intelligence reports show remarkable results. Dawn reached the highest ROI in homecare at USD 3.37 per dollar spent [9]. The initiative earned a Consumer Equity Index score of 168 for "Mother's Love" [9]. The campaign then drove a 1.2 share point gain, especially among Colgate-Palmolive users [9].
Wildlife Conservation Results
The campaign's environmental effects have grown significantly over four decades. Here are the key achievements:
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Rescued and rehabilitated more than 150,000 birds and marine mammals [8]
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Donated over 50,000 bottles of dish soap to rescue efforts [8]
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Invested USD 4.50 million in environmental advocacy since 2006 [10]
Dawn's unique product formulation removes oil while staying gentle on wildlife [11]. The campaign shows how cause-related marketing creates lasting environmental effects while building brand value [9].
Bombas' Buy One Give One Model
Image Source: Forbes
Bombas began a mission to provide socks - the most requested item in homeless shelters. Their innovative marketing approach that tied sales to social causes changed the sock industry forever.
Business Model Analysis
Their one-for-one model works through a strong donation system that delivers items within 12 months of each purchase [12]. Bombas focuses on basic clothing items and sets premium prices to ensure product quality and meet donation commitments [13]. The company streamlines processes by making donation items at half the cost of retail products [13].
Revenue Growth Trajectory
Bombas started with USD 300K in 2013 and grew remarkably to USD 102 million by 2018 [14]. The company's growth stayed strong and ended up generating over USD 250 million yearly by 2021 [2]. Mutually beneficial alliances with major retailers like Nordstrom and Dick's Sporting Goods propelled this development [15].
Homeless Support Impact
Bombas now works with over 3,500 giving partners throughout all 50 U.S. states [12]. Their donation program has given out more than 150 million basic clothing items [12]. These include specially designed socks with antimicrobial treatment that last longer [16]. This initiative has helped 87% of their giving partner organizations reach more people in need [16].
Newman's Own 100% Charity Model
Image Source: The Independent
Paul Newman revolutionized business philanthropy in 1982. His groundbreaking promise to donate all profits to charity changed cause-related marketing forever [17].
Business Structure Innovation
The foundation works through a unique two-tier funding model. It keeps separate bank accounts and fundraising goals for operations and charitable projects [3]. A dedicated group of private donors called The Well pays for all operational costs - from office rent to staff salaries [3].
Revenue Generation Approach
Newman's Own makes money through its food and beverage products. The profits and royalties go straight to the foundation [18]. This state-of-the-art structure creates a clear line between business operations and charitable giving. The foundation now focuses on three main areas: bringing joy to children with serious illnesses, teaching nutrition in schools, and supporting Indigenous food justice [17].
Philanthropic Impact Data
The foundation's reach has grown rapidly since it began. This green model helped Newman's Own donate more than USD 600 million to thousands of organizations [17]. Their focused strategy tackles critical challenges:
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Supporting 27 million children who faced serious adverse childhood experiences [17]
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Helping 13 million children who don't have enough food [17]
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Reaching communities where 40% of school-aged children have chronic health conditions [17]
This model shows that profitable businesses can create positive social change and sets a new standard for corporate philanthropy [19].
Red Nose Day by Walgreens
Image Source: Ethical Marketing News
Walgreens launched its Red Nose Day campaign in 2015, which became a groundbreaking force in retail-based cause marketing. Walgreens and Comic Relief USA's partnership has created remarkable change through creative fundraising approaches.
Campaign Design and Rollout
The campaign started as an exclusive retail partnership and grew into a nationwide movement. More than 9,000 Walgreens locations across America sell iconic Red Noses for USD 1.00 each [20]. The campaign added character-based "Everyday Hero" Red Noses in 2019. These noses came in specially designed bags to build excitement [21]. The campaign's move to digital in 2020 brought a fundamental change as virtual Red Nose filters appeared across social media platforms [22].
Revenue Generation Tactics
Multiple revenue streams fuel the campaign's financial success. Walgreens set up pin-pad donations at checkout and partnered with 29 suppliers for in-store merchandise support [5]. This strategy worked well - the 2022 campaign raised over USD 38 million [20]. Red Nose Day has raised more than USD 365 million since its U.S. launch through these combined efforts [5].
Social Impact Measurement
The campaign's influence reaches way beyond the reach and influence of just numbers. Red Nose Day has helped over 32 million children through various programs [5]. These programs focus on four main areas:
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Ensuring children's safety and health
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Providing access to education
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Supporting food security programs
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Equipping youth through leadership development
The funds help 50 organizations across America and globally, including Children's Health Fund, Save the Children, and Feeding America [5]. This extensive network creates detailed support for children facing poverty and brings lasting change to communities nationwide.
Dove's Real Beauty Campaign
Image Source: https://time.com/
Dove changed the beauty industry forever in 2004. Their Campaign for Real Beauty challenged traditional beauty standards with groundbreaking marketing strategies.
Marketing Strategy and Messaging
Research by Dove showed only 2% of women considered themselves beautiful [4]. The campaign's success led the brand to feature real women instead of models. They also added a "No Digital Distortion" mark on all advertising content [23]. Dove has now promised to avoid using AI-generated content in its advertisements. This decision comes as experts predict AI will generate 90% of online content by 2025 [23].
Sales Performance Data
The campaign brought remarkable financial results. Sales shot up from USD 2.50 billion to USD 4.00 billion within ten years [1]. Dove reached its peak performance in 2023 with USD 6.00 billion in revenue [23]. The brand became Unilever's top-selling product across all categories [1].
Social Change Metrics
The campaign created substantial social change with notable achievements:
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The Dove Self-Esteem Project touched the lives of over 100 million young people [23]
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About 76% of women now want media to show diverse beauty [4]
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A partnership with Getty Images created a photo library with over 10,000 diverse images from 40 countries [4]
The campaign's success comes from its consistent message and genuine approach to challenging beauty standards. A newer study, published in 2023, shows that 73% of women feel more pressure about their appearance than eight years ago. This finding proves Dove's mission remains relevant today [24].
Coca-Cola's Arctic Home Campaign
Image Source: The Arctic Institute
Coca-Cola and World Wildlife Fund (WWF) joined forces in 2011 to launch the Arctic Home campaign by redesigning their iconic red cans.
Partnership Strategy
Coca-Cola made history by turning its signature red cans white and featuring polar bears in their Arctic habitat [25]. The company distributed more than 1.4 billion white Coke cans throughout North America [25]. Customers could text donation codes to support WWF's conservation efforts, which became the campaign's cornerstone [25].
Sales Performance Data
This innovative approach yielded remarkable results. The company contributed USD 2.00 million to WWF [25] and promised to match all customer donations up to USD 1.00 million [25]. The partnership grew internationally by 2013 with a 3 million euros commitment spread over three years [26].
Conservation Impact Metrics
The Arctic Home initiative sought to protect 500,000 square miles of vital polar bear habitat in the high Arctic [25]. This region remains significant as summer sea ice will likely last longer here than anywhere else [27]. The campaign's conservation work centered on:
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Working with local communities to manage Arctic sustainably
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Conducting polar bear population surveys
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Creating predictive ice condition models
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Collaborating with local governments through workshops [27]
The campaign succeeded in raising substantial funds and built lasting bonds between corporate and conservation sectors [6].
TOMS One for One Campaign
Image Source: AIM2Flourish
TOMS created the One for One® business model in 2006 that transformed corporate philanthropy with its trailblazing approach to cause-related marketing.
Business Model Innovation
A simple idea drove the company's breakthrough strategy: TOMS would donate a pair of shoes to someone in need for every pair sold [28]. We supported health, education, and community development programs through strategic collaborations [28]. The company expanded this approach beyond footwear to include eyewear, coffee, and backpacks, each connected to specific social causes [29].
Revenue Growth Statistics
TOMS achieved remarkable financial growth. The company's annual sales reached USD 250 million by 2013 [30]. This soaring win resulted in a USD 625 million valuation in 2014 [30]. The business model has progressed to ensure sustainability, and TOMS now directs one-third of its profits toward grassroots initiatives [28].
Social Impact Numbers
TOMS' One for One model has created lasting change. The company has positively affected over 105 million lives through its initiatives [31]. Major accomplishments include:
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Delivery of more than 95 million pairs of shoes in 60 countries [32]
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Strategic collaborations with over 3,500 community organizations [29]
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Creation of USD 300 million in social enterprise value by 2014 [29]
TOMS has shifted from simple shoe donations to a model that creates broader community effects while staying profitable [33]. This progress shows how cause-related marketing adapts to market changes while staying true to its core mission of social impact.
Ben & Jerry's Social Justice Initiatives
Image Source: Marketing Dive
Ben & Jerry's stands out from other companies by making activism a core part of their business through a team of social mission experts.
Campaign Development Process
Ben & Jerry's has a unique way of working. The company keeps its marketing and activism teams separate, but they cooperate through weekly activism committee meetings [34]. The company now runs about 66 unique activism campaigns worldwide [35]. They focus on one major campaign each year while staying ready to respond when new social issues emerge [34].
Sales Performance Data
The company's steadfast dedication to social justice has paid off financially. Their research shows customers who know about Ben & Jerry's values-based business model are twice as loyal as those who don't [36]. The brand has grown steadily over the years, with millennials showing double the loyalty to Ben & Jerry's compared to other brands [36].
Advocacy Impact Metrics
Ben & Jerry's campaigns have created social change in several ways:
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Their George Floyd statement reached 3.3 million page views, with readers spending an average of 5.14 minutes on the page [35]
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They use 15% of their global advertising budget to support activism campaigns [35]
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People took 195,000 actions on their website, showing a 68% increase from last year [35]
Their activism goes beyond online engagement. Ben & Jerry's Producer Development Initiative has provided over USD 5.02 million in Fairtrade premiums to help farmer communities [35]. They also show their commitment to racial equity through strategies that promote workforce diversity, expand franchise networks, and include more diverse suppliers [35].
Warby Parker Buy a Pair, Give a Pair
Image Source: Warby Parker
Warby Parker changed the eyewear industry by making a social difference. Their Buy a Pair, Give a Pair program shows how cause-related marketing can grow globally and stay profitable.
Program Implementation Strategy
The program works with two main distribution models. The first model builds strategic collaborations with organizations like VisionSpring. These partnerships help local communities conduct simple eye exams and sell affordable glasses [37]. VisionSpring's impact is clear - more than 50% of their customers get glasses for the first time [38]. The second model focuses on direct donation through cross-sector partnerships. The Pupils Project leads this effort and now serves students in 40 cities across seven states [39].
Revenue Generation Methods
The business model has become a soaring win. Warby Parker's net revenue grew by 12.2% year over year to USD 172 million in early 2023 [40]. Store revenue increased by approximately 28%. The company maintains an active customer base of 2.29 million [40]. Progressive lens sales, their highest margin product, made up 22.9% of all prescription glasses sold [40].
Social Impact Assessment
The program has grown steadily since it began. By 2023, Warby Parker had given out over 15 million pairs of glasses globally [39]. Their reach extends in several ways:
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Expanded to more than 80 countries worldwide [7]
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Gave vision services to over 240,000 schoolchildren through Pupils Project [7]
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Started new initiatives like the glasses reuse donation program with Lions Club [7]
The program tackles a crucial global need. About one billion people worldwide need glasses but can't get them [41].
Product(RED) Multi-Brand Initiative
Image Source: Wikipedia
Bono and Bobby Shriver created (RED) in 2006, which revolutionized multi-brand cause marketing by turning everyday purchases into life-saving actions.
Partnership Structure
(RED) works through strategic collaborations with iconic global brands worldwide. Apple, Panasonic, and Vespa are among the current industry leaders partnering with (RED) [42]. These partnerships extend to a variety of sectors from technology to automotive, which creates a broad market reach. The private sector contributed just USD 5.00 million to the Global Fund before (RED)'s launch, while public sector donations reached USD 5.00 billion [43].
Revenue Sharing Model
Each partner follows a unique revenue-sharing approach. Apple has contributed over a quarter billion dollars through (PRODUCT)RED sales [42]. The partnership success shows in other contributions:
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Vespa donates USD 100 from each Primavera RED motorcycle sale [44]
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Panasonic has pledged USD 700,000 to healthcare programs [44]
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Apple sends a portion of every (PRODUCT)RED purchase to the Global Fund [10]
Healthcare Impact Data
(RED)'s healthcare outcomes show remarkable results. The initiative has generated more than USD 785 million for the Global Fund's fight against AIDS [45]. These resources support vital programs across ten countries, with eight located in sub-Saharan Africa [46]. The results are significant:
Local programs have helped over 290 million people [43]. These initiatives provide HIV testing, counseling, and antiretroviral therapy in communities where social injustice lets pandemics flourish [46].
Yoplait Save Lids to Save Lives
Image Source: The Guardian
Yoplait's Save Lids to Save Lives campaign revolutionized cause marketing for 14 years and became an influential force that set new standards through innovative ways to get consumers to participate.
Campaign Structure
The program offered two ways for people to help - mailing in lids or submitting codes online [47]. Each pink lid from Yoplait products triggered a 10-cent donation when submitted through either method [47]. The campaign grew bigger in 2012 when it added more than 20 General Mills brands such as Green Giant, Nature Valley, and Honey Nut Cheerios [48].
Sales Performance Metrics
Yoplait achieved remarkable success by becoming America's leading yogurt brand with USD 1.10 billion in sales [49]. Consumer response proved the campaign's value:
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The brand ranked highest among purchases driven by cause association [50]
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Sales reached USD 5.90 million from 15 million lid redemptions, delivering the category's best ROI [49]
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Yoplait's division saw a 14% boost in sales [49]
Breast Cancer Research Impact
Breast cancer research received steadily growing support through this initiative. General Mills pledged between USD 500,000 and USD 2.00 million annually [47]. The program's total contributions reached an impressive USD 50.00 million [48]. Mutually beneficial alliances with 120 Susan G. Komen affiliates nationwide helped extend the campaign's community reach [47].
Pampers UNICEF Partnership
Image Source: Unicef
The Pampers-UNICEF partnership proves how social initiatives can save lives. Their maternal and neonatal tetanus (MNT) elimination program has saved an estimated one million newborn lives [8].
Campaign Strategy
The "1 Pack = 1 Vaccine" initiative has been the life-blood of this 15-year collaboration. Pampers donates a vaccine for each package sold with the UNICEF logo [8]. This simple and transparent approach has helped raise more funds than any other corporate partnership [8].
Sales Impact Analysis
The business results show remarkable success. Pampers remains the world's top-selling diaper brand. Their products serve more than 25 million babies daily across 100 countries [8]. The initiative has delivered strong market performance:
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Achieved highest ROI in category
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Stimulated year-over-year growth in Western Europe
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Increased market share by up to 3% in key markets [51]
Vaccination Program Results
The humanitarian impact has reached remarkable levels. Through strategic collaborations, this partnership has:
Protected over 100 million women and their babies from MNT [8]. The program has helped eliminate MNT in 26 countries [52] and reduced newborn tetanus deaths by more than 60% each year [8]. More than 300 million vaccines have been purchased [8]. This success shows how cause-related marketing can create lasting social change and build brand value simultaneously.
MAC Viva Glam Campaign
Image Source: Teen Vogue
MAC Cosmetics founders Frank Toskan and Frank Angelo started the VIVA GLAM campaign in 1994 as a trailblazing response to the HIV/AIDS epidemic that affected their Toronto community.
Campaign Design Elements
The campaign's life-blood is its groundbreaking 100% giving model. Every cent from VIVA GLAM lipstick sales goes directly to organizations that help people affected by HIV/AIDS [9]. The campaign expanded its mission in 2019 to support women, girls, and LGBTQ communities [53]. The program now operates on four key pillars: sexual equality, gender equality, racial equality, and environmental equality [11].
Sales Performance Analysis
VIVA GLAM's financial success has been remarkable with more than USD 500 million raised through lipstick sales [9]. This success comes from mutually beneficial alliances with celebrities like RuPaul, Lady Gaga, and Rihanna [54]. The Day of Giving event shows the campaign's continued momentum by raising USD 500,000 in just 24 hours [54].
HIV/AIDS Support Impact
VIVA GLAM has created lasting change through multiple channels:
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The campaign awarded 9,713 grants to 1,818 innovative programs in 92 countries [55]
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More than 60 million people received support since 2013 [11]
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Each year, the campaign helps over 1 million people worldwide [11]
Recent growth brought partnerships with 150 NGOs that champion racial, sexual, gender, and environmental equality [11]. MAC employees make local impact through volunteer work, including the World AIDS Day Global Volunteer Initiative, which marked its 15th year of community service [11].
Nike's Made to Play Initiative
Image Source: About Nike
Nike's Made to Play initiative shows how corporate giving can make a lasting difference in communities. Their worldwide effort helps kids stay active, with special attention to children from underserved areas.
Program Implementation
Made to Play works with more than 100 organizations worldwide to help kids access sports [12]. The program teams up with groups like ChildFund Korea and We Meet Up Sports. Together they create programs such as Active Modoo that bring physical activities to children ages 8-13 [12].
Business Impact Metrics
Nike invested USD 142.70 million in communities during FY23, which was 2.1% of their previous year's pre-tax income [16]. The company's support goes beyond money, as seen in these achievements:
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Donated 75,000 Nike Swoosh sports bras to girls worldwide [12]
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Provided 3,000 Nike Pro hijabs through community partners [12]
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Built partnerships with 223 schools in China alone [12]
Youth Sports Development Data
The initiative has touched the lives of 1.1 million kids, and 48% are girls [16]. Nike places great emphasis on coach development. They shared best practices with more than 17,000 coaches and trained over 9,000 directly in 2022 [12]. The program reaches children through various channels, including the Coaching for Change Academy in New York and the Boundless Girls program in China [12].
Comparison Table
Campaign Name |
Launch Year |
Campaign Type |
Primary Cause |
Revenue/Donations Generated |
Key Impact Metric |
---|---|---|---|---|---|
American Express Statue of Liberty |
1983 |
Transactional Donation |
Historic Preservation |
$1.7M raised |
28% increase in card usage |
Newman's Own |
1982 |
100% Profit Donation |
Various Charitable Causes |
$600M+ donated |
Supported 27M children |
MAC Viva Glam |
1994 |
Product Sales Donation |
HIV/AIDS Support |
$500M+ raised |
Supported 60M+ people since 2013 |
Patagonia 1% for the Planet |
2001 |
Revenue Share |
Environmental Conservation |
$691M certified donations |
Connected 2M+ people with nonprofits |
Dove Real Beauty |
2004 |
Social Impact |
Women's Self-Esteem |
$6B revenue (2023) |
Reached 100M+ young people |
TOMS One for One |
2006 |
Buy One Give One |
Poverty Alleviation |
$250M annual sales (2013) |
Affected 105M lives |
Product(RED) |
2006 |
Multi-Brand Partnership |
HIV/AIDS |
$785M generated |
Supported 290M people |
Dawn Saves Wildlife |
1978 |
Conservation Partnership |
Wildlife Protection |
$3.37 ROI per dollar |
Rescued 150,000+ animals |
Bombas |
2013 |
Buy One Give One |
Homelessness Support |
$250M annual revenue (2021) |
Donated 150M clothing items |
Warby Parker |
N/A |
Buy One Give One |
Vision Care |
$172M revenue (2023) |
Distributed 15M+ glasses |
Red Nose Day (Walgreens) |
2015 |
Retail Partnership |
Child Poverty |
$365M+ raised |
Affected 32M children |
Nike Made to Play |
N/A |
Community Investment |
Youth Sports |
$142.7M invested (FY23) |
Reached 1.1M kids |
Conclusion
Successful cause marketing campaigns show how companies can boost their revenue and make a real difference in society. Patagonia, Newman's Own, and MAC Viva Glam have shown that initiatives focused on purpose can increase profits and strengthen customer loyalty.
The numbers paint an inspiring picture. American Express started a movement that helped corporate giving grow to $21 billion each year. Patagonia's dedication to the environment pushed their sales to $575 million. Dawn's efforts to rescue wildlife achieved the homecare industry's highest ROI at $3.37 per dollar spent.
Customer behavior proves that cause marketing works. Research shows that 90% of buyers choose brands supporting good causes when prices and quality are similar. Ben & Jerry's discovered their customers' loyalty doubles when they know about the company's social mission. Warby Parker's initiatives to improve vision helped expand their active customer base to 2.29 million people.
The path to effective cause marketing needs careful attention to legal requirements. Managing nationwide commercial co-venture registrations can be challenging. Labyrinth, the most experienced fundraising compliance service provider, takes care of registrations, contracts and financial reports so teams can execute their campaigns effectively.
These campaigns have redefined corporate giving while generating strong returns. Their achievements show that companies succeed when they connect profit with purpose. Your next cause marketing project could revolutionize both your company's success and communities worldwide.
References
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