Cause marketing has gone mainstream over the last few years. Companies like it because it is one opf the easiest ways of building their brand identity as a Caring brand. Consumers like it because they feel like they are contributing to the solution of the issues they care for. And finally Non-Profit organizations like it because they have access to huge amounts of funds and they use brand's power to raise awareness for their causes. Let's look at one of the biggest cause marketing initiatives; RED campaign has raised $130,000,000 to date for Global Fund to fight AIDS, Tuberculosis and Malaria. Now, this is impressive result. 

Is Bono right after all? Is shopping politics? Is shopping answer to the world's biggest problems?It is pretty controversial. There has been considerable amount of backlash too. Some of them took it further and created an anti-RED campaign.

But what is the reality? Is Shopping the Solution or just an illusion? Can Corporations be allies in the fight against world's worst problems. Never forget for a a second that companies are into that in order to build their brands at least to dimensionalize their brands using social causes. That's perfectly fine but it should be done in a sincere and careful way:

• Companies should strategically choose which social issues to address. They should choose a social issue that is affected by their activities. 
• Walk the Talk: If you are in fast-food business and if you care about your consumers, do not only throw money to "Anti-obesity campaigns" go ahead and look at your product; offer healtier alternatives, try to make your product healtier. Do not use cause marketing campaigns to greenwash.
• Companies should choose an issue that your consumers care. Otherwise the campaign would not translate into sales and they won't be able to connect to consumers
• Clean your backyard: If companies still have issues complying regulations or impact of their operations is huge on planet or people, they should not go public with a cause marketing campaign; they should first  solve their compliance issues and focus on reducing their impact.

The list can certainly be longer but the point is first rule of a succesful cause marketing campaign is being honest and sincere.