Can Cause Branding Go Bad?

In our work, we are always working to tell our clients’ stories. And one of the best stories we can tell is that of a brand with a purpose.

We believe in brands standing for something and having a POV on social issues. Brands shouldn’t be content with improving their bottom lines and not paying attention to the impact they do, and could have, on the world around them. In fact, one of our favorite lines to use with clients is “when you stand for something greater than your bottom line, people will stand with you.”

So what happens when that stand goes awry? When does a brand go too far in asking, perhaps demanding people to stand with it?

The latest Starbucks cup controversy offers us an interesting case study.

Why is there backlash for a cup that asks us to believe in unity? How does a “promotion of peace” become such a divisive platform?

Perhaps Starbucks has crossed a new line. Could they have passed the line of getting people to stand with them, into a new territory of telling people what they should stand for?

It’s an interesting consideration for those of us in the cause branding space. While we should still tell brands to stand for something, there may be a space where that goes too far. The danger lies in taking a purpose and twisting it to the point where consumers feel judged for not aligning with the brand. Are you setting an example for people to get behind? Or are you creating a setting where people feel judged if they don’t buy your product?

As cause branding continues to become an established marketing strategy, I expect we’ll see more examples like Starbucks. As with anything, it will be important that we continue to strive for authentic client and cause relationships that ultimately do more good in the world.