Cause 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: The ivory used is gathered by native Alaskans above the Artic Circle, much of which is newly visible courtesy of the retreating ice sheet. And since it's summer... the longest days of the year... the native Alaskans near the pole have plenty of day...