Strategic Cause-Related Marketing

Luxury Goods from Monique Pean

While there are notable exceptions…General Mills comes to mind… companies generally employ the techniques of cause-related marketing tactically. But the methods of cause related marketing can also be woven into corporate strategy, as in the case of luxury goods maker Monique Pean.

Named for the eponymous designer and former investment banker, Monique Pean sells stunningly expensive jewelry in places like Bergdorf Goodman in New York City. The little bangle shown is made from 25,000 year old fossilized woolly mammoth ivory and recycled gold and goes for cool $14,000.

Here’s a partial list of the cause-related marketing and corporate social responsibility elements built into Monique Pean’s business model:
I have a few nits to pick about how the website features the causes. And I have my usual reservations about the “portion of the proceeds” language. But Monique Pean has baked cause-related marketing into her business strategy to an impressive degree.

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