Cause vs. Purpose

The article, "Cause vs. Purpose: What's the Difference?" gave me a deep impression about doing marketing campaigns. The writer of this article, Max lenderman thought purpose is bigger than cause. He used Target and Yoobi as examples. From compare those two companies' campaigns, they spend different in their campaigns. Target ran a cause campaign, and it supported with six TV spots and seven print ads for the back-ro-school season. Because of that, Target spent millions on the cause campaign. On the other hand, Yoobi is a school-supplies brand and it has "One for You, One for Me" mission and works with the Kids In Need Foundation. Yoobi ran a purpose campaign and saved much more money than Target. It is obvious that, you must choose Yoobi's way to hold campaigns as a CEO or investor. Although cause marketing can achieve win the battle temporarily at the point of purchase, cause marketing can not win long-term brand love in people's hearts and minds. According Max lender man's idea about cause and purpose, I will try to establish  purpose for my future company. 

Max lenderman also mentioned that, "Seventh Generation’s purpose is to help people live a more natural and chemical-free life. A major retailer may sponsor the Sierra Club’s efforts against deforestation; Patagonia makes saving the environment its corporate mission." It means company need connect its own mission with charity or social problem. I agree with that, because consumers has more choices in every purchase. The best way to attract consumer's eyes is be special, and empathetic response to the social problems or charity. I found there are some area that everyone focuses on, social problems like, global warming, energy wasting, Ozone pollution, water decreasing and wasting. Charities like, Africa poor kid and family, handicapped, leukemia and cancer. When choosing the purpose for the company, we need consider more about how to connect the purpose well with our mission. My mother's company is doing cosmetics and providing beauty service. Because of the majority of her consumers are female, I will choose charity as the purpose of company. The woman discrimination still happens today, I will set up a foundation of helping women to work and study. I believe, the purpose must receive our consumers'  empathetic response. They will support our company, not only the campaigns, but also for shopping in our stores. 

Do not do any cause marketing, to be a purpose marketing!