Cause marketing: Tide Loads of Hope

The Tide tie-in with America's Second Harvest is of course cause marketing, but the Tide "Loads of Hope" program itself has not been to this point, although it's often been mislabeled as “cause marketing”.

The reason that “Loads of Hope” has not qualified as cause marketing is that the brand has not been trying to align itself with a specific cause or charity. It has served communities in multiple types of disasters, outside of any non-profit tie-in.

Tide "Loads of Hope" is actually the perfect example of civic marketing, which is volunteering time, talent and/or resources to serve the community, and then trying to improve the brand’s image through publicity about the service.

The tie-in with tee shirts and fund-raising for America's Second Harvest now makes "Loads of Hope" a kind of hybrid. But Tide should be careful here. Business practices have become more and more transparent with the advent of social media, and there has been an awful lot of recent abuse in the area of cause marketing.

In many cases, cause marketing amounts to nothing more than selfish giving. At some point there will be a significant consumer backlash against the over-commercialization of cause marketing, and against the brands that have been exploiting worthy causes just to make more profit.

When that backlash comes, it will not only hurt the brands that have abused cause marketing, it may reflect negatively on all brands that participate in it. It's also likely to hurt many of the charities that have gone along with the exploitation in order to get the easy donations.

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