2020 was a year to remember, in ways both good and bad, but mostly bad. Luxury clothing company Anatomie decided to turn one bad year into an opportunity to do good and build brand affinity through cause marketing. Here’s how:
1. Commit and Create. Anatomie took on the year 2020 as a year of need, stating that, to start with “One in seven kids in America go hungry during the holidays.”, among many other preventable issues around the world. As such, Anatomie began by putting together a cause marketing platform to keep track of and facilitate its customers’ charitable contributions.
2. Know when to ask for help. It can be tempting to take on noble causes completely, but not often wise. Though it aimed to make it easier for its e-commerce shoppers to donate a portion of their purchases to worthy charities, Anatomie recognized the complications, both legal and ethical, that could arise in doing so. Instead, it turned to a third party, ShoppingGives, which boasts a comprehensive database of charities across the nation, to monitor this aspect.
3. See the better—not the bigger—picture. Doing good may seem like just doing good, but in the world of marketing, it can translate into the end goal as well. Brands with solidly defined images tend to fare best with consumers according to Gartner’s Digital IQ Index: Specialty Retail. Gen Z, which will soon surpass millennials as the largest consumer base in the U.S., is twice as likely as any other generation to care about social issues and three times more likely to say that “the purpose of business is to serve communities and society.”
By aligning itself strongly with a commitment to social responsibility, Anatomie appealed to an enthusiastic audience that was already looking for a way in via shopping. Sure enough, this audience rewarded Anatomie by spending (and thus, giving) even more to the platform, paving the way for an even more authentic consumer-brand relationship that could outlast any trend.