‘Cause Marketing’ is Taking Over the Pet Industry
Although not a new concept, Cause Marketing has seen a steady rise since 2008. Many companies who “do good to do well” have seen their businesses grow tremendously. Consumers have become more aware of where their dollar goes, and as a result, want to feel as though their shopping habits have an overall positive impact on the world. Even employee engagement statistics are at an all time high for those seeking employment or those already employed at companies that engage in Cause Marketing. According to a Cone Communications Employee Engagement Study, 93% of employees surveyed want to work for a company that cares about them as an individual; 51% won’t work for a company that doesn’t have strong social and environmental commitments and 74% say their job is more fulfilling when they are provided opportunities to make a positive impact at work.
Pet brands give back
Many pet brands and retailers are owned, run and operated by people who want to give back. In the same vein, many rescue pet owners who rescue are the first to want to pay it forward, especially to the organizations from where they rescued their furry family member(s) in the first place. As such, we’re seeing a greater push from brands towards donating proceeds and/or goods to causes that help shelter pets or otherwise help pets in need, all while addressing global social responsibility. Consumers have taken notice and are responding to this Cause Marketing with both their loyalty and money. Pet parents are great customers – most are aware of the plight of unwanted, abused or neglected animals and are eager to support businesses that reach out and help. Global attitudes on social responsibility have also greatly increased – according to the Edelman Trust Barometer 2016, 80% of global consumers agree that business must play a role in addressing societal issues.
A look at pet brands paying it forward…
Central Garden & Pet Co. – Walnut Creek, CA
Central Garden is a national pet products distributor servicing the retail community across America. This company has partnered with Code 3 Associates Inc., a 501(c)(3) nonprofit dedicated to providing professional animal disaster response and resources to communities, to protect animals during disasters.
Chews Happiness – Boulder, CO
By taking a holistic approach to business and the world, the mission of Chews Happiness is to spread happiness to their customers, their customer’s pets, global neighbors and the planet. Chews Happiness sells pet apparel, collars and leashes, all of which are handcrafted in Bhutan, Tibet, using locally sourced Yak and Bhutanese women master weavers and knitters. This fair trade work employees 8-10 Bhutan artisans and is cruelty free for the yaks.
Evanger’s Dog & Cat Food Co. – Markham, IL
Family operated since 1935, Evanger’s pet food is manufactured on its original site, and is known as the first pet food company to create a food that was packed by hand instead of machine by putting whole pieces of fresh meat and vegetables into the cans. Evanger’s has donated 35,000 cans (more than two trailer loads) of pet foods (totalling more than $50,000) to the high-risk Ontario SPCA Investigation Facility for dogs and cats recovering from cruelty, neglect and abuse.
Want to read up on some Hubba brands doing wonders for their communities? Click below!