Cause & Purpose Marketing Expanding Beyond COVID-19 to Core Issues

As consumer, corporate, and governmental attention has appropriately centered on response to COVID-19 threats, the crisis is also generating increased recognition of environmental sustainability as a connected priority. While health and family welfare are dominating today's purpose marketing campaigns, environmental sustainability is steadily climbing in consumer polls as a related and equally critical concern. A Bain & Company report acknowledges the threat that COVID-19 represents to corporate and governmental sustainability initiatives, but argues that "for each headwind threatening sustainability, there are several corresponding tailwinds, many of which will be longer lasting. For example, consumers favor companies and brands with purposes that benefit the broader community." By 2021, it is expected that sustainably minded shoppers will spend up to $150 billion on sustainable products.