For Profit Non-Profit

I've noticed cause marketing becoming more and more prevelant in todays pop culture/fashion.  I remember my sister discussing how "it's important to buy Tom's shoes."  I'm pretty sure my sister was buying Tom's because 1- they looked cool, 2- they are fashionable, 3-her friends had them, 4-because a donation was made from her purchase to help provide shoes to child in Africa.  I think it's an interesting approach for a company with it's clear objective to make profit, market itself as a company concerned with non-profit causes.  I ultimately think this currently garners great appeal to the modern consumer. 

I recently purchased a new beanie from Zebra Club in Seattle.  The beanie was made by Krochet Kids International.  I had never heard of the brand andspent a few seconds reading the tag.  The tag described the company as a non-profit company that sells krochet products that were made by (or with the help of) kids in Africa.  I bought the hat because it fulfilled a need I had- find a hat to keep my head warm.  It was a bonus that this company happens to be a non-profit. The marketing worked.  I went back and bought two more to give out as gifts because I thought the company had a cool story. 

I believe the more progressive companies realize it's no longer okay for companies to be comletely out for profit.  Our society is more socially concious than ever before due to social media.  Tom's Shoes, Krochet Kids, and other cause marketing focused companies are leading a new type of approach to the market and it's working.  I see other companies following suit, however I don't believe all for-profit companies will be donating just because they feel they're making a difference.  I believe some for-profit companies will be marketing themselves for a cause because it will increase their bottom line.

http://www.krochetkids.org/who-we-are/our-mission/