It’s not clear to me that this is a trend, but I’ve seen my first cause marketing campaign with a trade group. The campaign is a tree planting effort from Odwalla , the juice company, and the trade group called the National Association of State Park Directors . It launches in May. In the United States, a trade group or trade association is a probably a nonprofit (although not necessarily a charity) with a mission to further the interests of a particular industry. The United States has not only 58 magnificent National Parks (along with more than 300 other ‘units’ managed by the National Park Service)… but it is also home to another 6,000 park units, managed by the individual states. (Among them the stunning Goblin Valley State Park , here in my home state of Utah). The directors of those state park systems can join the National Association of State Park Directors. Beginning in May, Brandweek reports, Odwalla will launch a promotion meant to plant $200,000 worth of trees in those state ...
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