An Innovative Approach

In today's marketplace, "Cause Related Marketing" (CRM) initiatives are rapidly growing in the U.S., though the majority of these partnerships feature a one-off and bilateral initiative that serves as a fundraising drive for a politically neutral cause. This type of "cause exploitive" campaign typically promotes a particular good/service though it may have little, if anything at all, in common with the partnering organization and its mission. It's no surprise then that these campaigns draw considerable criticism as consumer watch groups question who stands to benefit the most from such an alliance and whether the CRM benefits granted to the partnering business are merited.

Instead, GreenRight proposes a new Cause Dedicated Marketing (CDM) campaign: one that enables an organization devoted to leveraging the consumer energy that underlies socially responsible investing and corporate citizenship to use a new multilateral approach. GreenRight's new CDM campaign is one that intentionally rewards green businesses that truly support a relative mission by their own product/service design. At the same time, an intrinsic marketing organism is imbedded within the brand itself, one that perpetually generates revenue required for the development and growth of public services.

1. In order to create this new CDM campaign, GreenRight will introduce its own eco-brand into the marketplace that leverages the following five market trends to create self-sustaining social, cultural, and economic partnerships between producers and consumers of all social strata: the growing public consciousness of global environmental issues is creating a regulatory environment where bottom-line profits are acutely sensitive to public perception of how those goods and services impact the environment;
2. a growing awareness of corporate exploitation and with it consumer demands for proof of corporate responsibility and citizenship;
3. increasing consumer demands for greater empowerment and transparency in their choice of products and services, as well as the ability to identify more deeply with their consumer choices;
4. proliferation of consumer choices and increasing competitive pressure on producers to differentiate their brand; and
5. the decline of traditional advertising and proliferation of media and the Internet are creating a heightened significance and importance of successful branding.