Cause Marketing

The New York Times says that Google Glass is in talks with Warby Parker to make sure the augmented reality head-up display isn’t just geeky-cool, but cool looking. Google Glass is basically a computer that allows you to take a picture or record video of whatever you’re seeing using voice commands, and then send it off to your social network. It displays map instructions in real time, translates words, allows you to read your Gmail, and answers spoken questions like ‘how long is the Brooklyn Bridge?’ Google is holding an essay contest on Twitter and Google+ to recruit beta testers. Enter before Feb 27, 2013 and be prepared to pay $1500, plus tax! That's Google co-founder Sergey Brin on the left wearing a pair. Meanwhile, Warby Parker is famous inside and outside of cause marketing circles for its use of BOGO, buy one-give one. When you buy a pair of Warby Parkers the company gives a second pair of glasses to someone in need. BOGO is a defining part of Warby Parker’s unique s...

In my never-ending quest to root out new cause-related marketing buzzwords, I came across this one: “all-benefits companies.” It means companies that are in business to give away all their distributable profits after expenses and profits. Newman’s Own is a prominent example, but I came across the expression on the website for PeaceKeeper Cause-Metics. We all know the story of Newman’s Own. Paul Newman and his friend, author A.E. Hotchner whipped up a batch of salad dressing and sold it to neighbors. It was an instant and unlikely success… as a funny little slide show on the company website explains… that led to an extensive food product line. Since 1982 Newman’s Own has given more than $200 million to charity. According to its website, PeaceKeeper has set a very similar goal for itself. PeaceKeeper sells a line of mineral makeup including lipstick, lip gloss, lip balm, and nail polish. The products, PeaceKeeper tells us, are made without a long list of harmful (usually artificial) ch...