With the consumer mindset shifting towards products that support a cause, the core purpose of one’s brand is more important than ever.

To that end, the CFDA hosted a “Cause Marketing” conversation and how companies are using fashion to support social responsibility last Wednesday. Lauren Bush Lauren of Feed, Anne-Marie Grey of USA for UNHCR, and Kristen Sosa of Olivela led the conversation, which was moderated by Lauren Sherman of The Business of Fashion.

Each panelist offered advice on how to incorporate cause marketing into business plans.

“Vetting the cause that your brand will support is crucial so that you can ensure it aligns with your mission,” said Sosa.

Lauren explained, “It’s about figuring out how much more a customer will pay for a product if it’s going to a good cause.”

Grey stressed the importance of aligning a brand with the right partners. “You must also define success and how you are going to measure it, from both the business perspective as well as the personal,” she said.

The panelists shared their expertise on implementing a cause marketing strategy. Here are the main takeaways from the panel:

• Conducting focus groups with consumers/employees is essential to finding out what causes they are most interested in supporting.
• Partnering with the right people and having the impact will make your brand stronger, employees happier and the customers feel good about spending money on your products.
• Using storytelling as a way to build a connection between your consumer and the cause that your brand supports.
• Converting the dollar amount to illustrate the impact (ie. $78 bag provides 25 school meals).
• Focus on fewer causes to have a deeper impact.
• State the facts but keep them positive.
• Knowing the market research/data and where it resonates. Each culture interprets and communicates differently.

Pictured: Lauren Bush Lauren, Kristen Sosa, Anne-Marie Grey, and Lauren Sherman.