Insights

  • To Engage Employees, Connect Emotionally We all know that corporate volunteering is good for communities, good for companies and good for employees. But how can we better engage employees? To get to some answers, our friends at Manifest hosted a focus group of some of Canada’s leading corporate citizens to explore current volunteer models – from team walks/runs/bikes to group clean up ...
  • 9 Best Practice Secrets of Long-Term Company/Cause Partnerships What makes for a long and successful corporate/nonprofit partnership? We asked experts from around the globe to share their partnership secrets and we discovered nine secrets they all had in common. Want to know more? Of course you do! Take a look at the full white paper here and download the infographic here.  
  • Canada’s Best Brands 2017: The Top 25 This year’s Top 25 Brands include several social good giants including WestJet and Tim Hortons. Each year, Canadian Business conducts a national survey to ask Canadian consumers for their opinion on which brands are winning their hearts, minds and—most importantly—wallets. This list shows not just which companies have name recognition, but which ones are truly resonating in ...
  • Charity calls on Canadians to wear pyjamas to work | Marketing Magazine Canadians are being asked to wear their pyjamas to work or school on Nov. 4 to help provide better the lives of children around the through a good night’s sleep.The first-ever Sleep Day will raise funds for Sleeping Children Around the World, a charity that provides bedkits to children in developing countries.The charity is requesting a ...
  • Manulife takes a swing at empowering Canadians Manulife has launched what it describes as its biggest national marketing effort ever, with the latest phase of its push around Vitality, a new life insurance program that rewards customers for making healthy lifestyle choices. The campaign first began at Toronto’s Yonge-Dundas Square in late September, where Toronto Argonauts legend Michael “Pinball” Clemons invited people into ...
  • U by Kotex aims to end the period stigma | Marketing Magazine In a clever new campaign, U by Kotex aims to change the conversation and engage young women about stigmas facing women’s menstruation. U By Kotex is doing more than selling pads and tampons with its latest campaign. The feminine care brands wants to “challenge the myth” that women feel and behave a certain way because of ...
  • Rethinking tea and sympathy » strategy In a super-smart play, Rethink Breast Cancer has launched a line of co-branded (donated) products that make for helpful gifts for women going through cancer treatment. Aligned with Rethink’s self-case guidelines, these products provide an honest and pithy alternative to flowers and shallow greeting cards. It’s a major understatement to say that facing a cancer diagnosis and ...
  • The Prescription for Cynicism is Fairness and Authenticity A new study by National Public Relations found that Canadians are cynical when it comes to government and business…but are looking for a way out. More than ever, Canadians are guided by their own set of values when making decisions. To understand not only which values are important to Canadians, but why they’re important, we applied ...
  • Cadillac Fairview pledges to do good As part of its back-to-school focus, Cadillac Fairview tries to remind young Canadians of big-picture issues. Look for the #WhoWillYouBe hashtag related to this effort. Cadillac Fairview is placing visibility around its support for international charity WE through a new campaign aimed at inspiring Canadian youth about the importance of life’s bare necessities. The “We Stand with ...
  • Home Depot reverses homelessness The Home Depot has a new ad that shares the backstory of a homeless youth in support of the company’s Orange Door initiative. Fighting homelessness, particularly youth homelessness, through the Orange Door Project has been a major CSR platform for Home Depot in recent years, although one that has not seen a great deal of above-the-line advertising ...
  • The Body Shop Turns to Tinder for Cause Marketing Look out, Canadians, monkeys and cause marketing are coming to Tinder! When it came to informing consumers about its Bio-Bridges program, The Body Shop turned to an unlikely avenue: Tinder. Now, users of the dating app in Canada may stumble upon Reggie, a Red Shanked Douc monkey from Vietnam looking for love, with a profile detailing ...
  • Warby Parker opens up shop in Canada » strategy Social good company Warby Parker marks its first international retail location in Toronto. Some frames available only to Canadian customers. Eyewear brand Warby Parker is officially opening up shop in Canada, with a new downtown Toronto location marking its first international retail store.The new shop, opening to the public Aug. 6, is located on the city’s ...
  • Honey Nut Cheerios Mascot Goes Missing as Brand Addresses Declining Bee Populations By Tim Nudd for AdWeek In one of the most obvious yet still cool examples of cause marketing, Honey Nut Cheerios in Canada is pledging to help find a solution to unstable bee populations—by launching a whole integrated campaign around the issue, including removing its “Buzz” bee mascot from the packaging for a limited time. “This is ...
  • Statistics all Canadian Cause Marketers Should Know Ipsos Marketing 2015 95% of Canadians agree that companies supporting good causes is a good idea. 84% of Canadian claim they would switch brands to the one affiliated with a good cause if price and quality were similar. Canadians prefer that companies support causes that are: International (13%) National (37%) Local (50%) Havas Worldwide Project Superbrand: 10 Truths Reshaping the Corporate World Among Canadians, 72% ...
  • IKEA CANADA PLEDGES $180,000 TO HELP SYRIAN REFUGEES SETTLE Retailer to provide basic home furnishings including mattresses and cookware RUSS MARTIN DECEMBER 10, 2015 (Marketing Magazine) The 25,000 refugees headed to Canada are set to get a little help from IKEA. On Thursday the retailer announced its plans to support Syria’s refugees to Canada via a pledge of $180,000 worth of home furnishings. It has invited registered ...
  • CHECKOUT CHARITY: THE ART OF ASKING FOR IN-STORE DONATIONS Transparency and incentives are key to improving checkout donation programs CHRIS POWELL DECEMBER 07, 2015 – Marketing Magazine Long a useful spot for prompting impulse purchases like a Kitkat and the latest issue of National Enquirer (or maybe that’s just me), the grocery checkout has also become a key component of in-store fundraising. Many trips to the grocery ...
  • CANADIANS SAY YES TO CHECKOUT CHARITY (SURVEY) Most Canadians have opened their wallets for charity when they’re at the checkout, according to a new survey. The survey by Ipsos Reid in collaboration with Companies & Causes Canada found 60% of Canadians have donated to a charity at the checkout, with 30% having done so in the past month. While most contributions are small, checkout ...
  • SHOPPERS DRUG MART PUTS SOME LOVE INTO WOMEN’S HEALTH New ‘Love You’ program kicks off with Osteoporosis Canada partnership  REBECCA HARRIS  AUGUST 18, 2015 (Marketing Magazine) Shoppers Drug Mart has put a name to its support of women’s health. The retailer has launched its new “Love You” program, which supports health initiatives and educates female customers about health issues. Shoppers Drug Mart has been supporting women’s health for the past five ...
  • Check it out: Uber takes on hunger As the weather turns colder and we get closer to the holiday season, food drives and donating meals is becoming top of mind for a lot of us. It was also on the minds of the team at Uber in Toronto, which notes that 41% of people in Toronto go hungry at least once per week ...
  • Yop’s youthful ambition A new campaign for Yop is touting how “You’re never too young to make a difference.” Working with Cossette, the General Mills yogurt brand has tapped into the ambition of today’s teenagers with its “Yop Fuels” program, featuring TV, digital, mobile, social and a microsite. Teens are also invited to apply for a $2,500 grant to ...
  • Purolator’s Tackle Hunger Recognizing that hunger is an important issue that affects Canadians across the country, Purolator is committed to helping alleviate hunger in the communities in which its employees live work and play. The Purolator Tackle Hunger® program works closely with employees, partners, agents, customers and food banks across Canada to collect donations and help raise awareness about ...
  • Employee Engagement: Creating an Army for Good In my post “The Million Dollar Difference: A Tale of Two Point of Sale Campaigns” I talked about the differences between two companies and their cause marketing strategies. I also talked about how those strategies played out, leading to a significant difference in money raised. There are multiple outcomes and goals of any cause marketing strategy ...
  • The Million Dollar Difference: A Tale of Two Point of Sale Campaigns By Chris Baylis Point of sale campaigns are a great way to raise money for a cause and build brand recognition, for both the charity and corporate entity. These cause marketing campaigns typically involve a cashier asking customers for a donation for a specific cause at checkout. Often, paper “pinups” accompany these campaigns, marking each customer’s ...
  • CSR by the numbers Manifest Communications has compiled research on Canadian corporate citizenship in this comprehensive infographic. Take a look:
  • Dove celebrates a milestone by Tanya Kostiw To celebrate the 50 candles on its birthday cake this year, Dove enlisted 50 Canadian women for its latest campaign, geared at helping women feel beautiful, regardless of their age. The latest push in “The Campaign for Real Beauty” kicks off today and runs for a 50-day period, featuring a different woman daily who ...
  • There’s a reason “marketing” is part of cause marketing By Sue Tobias, Principal, Leeatt Rothschild, Sr. Engagement Manager Mission Measurement. Editor’s Note: Sue will be speaking at the inaugural Companies & Causes Canada event in Toronto this October 28th. Based on our experience working with leading Corporations, Foundations and Nonprofits we have found that cause-marketing issues and partnerships are too frequently selected for the wrong reasons ...
  • TELUS HELPS CANADIANS GIVE BACK TO THEIR COMMUNITIES Telus launched its annual “Give Where We Live” campaign on social media July 15 with a YouTube video about Hugginz by Angel, a charity run by an 18-year-old Vancouver Island native. Telus found out about Angel, who sews blankets and pyjamas for sick children in hospitals, during its ninth “Day of Giving” campaign this year, which ...
  • Canadian Corporate Citizenship Leaders Weigh In: This Company Wins “Most Admired” Status Canadian Tire Jumpstart is the most admired Canadian corporate citizenship/cause marketing program among business executives working in the field, according to a survey conducted by Companies & Causes Canada. Twenty-four percent of respondents gave top marks to Canadian Tire’s nine-year effort to help kids in need participate in organized sports and physical activities.  Second on the ...
  • The Coming End of Corporate Charity, and How Companies Should Prepare Paul Klein, Founder and president of Impakt The end of corporations giving money to charities and getting nothing in return is close at hand. As the pressure to quantify all results intensifies, businesses are finding that the most meaningful social change happens when they stick to the business of business. This is evident in the way corporate ...
  • Pink Shirt Day: Evidence Small Gestures Can Make Massive Change By Bart Given, Managing Director & Chief Innovator at Torque A couple of weeks ago, my six-year old son asked me the following question, seemingly out of the blue: “True or False: Bullying impacts everyone?” Before I could answer he followed – “Fact: Everyone will get bullied in their lifetime.” Wow. This one sided conversation continued for the next five ...
  • Profit and purpose blooms in Vancouver’s downtown eastside Phil Haid is co-founder and CEO of Public Not unlike many of her generation, Megan Branson wasn’t impressed with her job prospects after graduating with a degree in community development. Seeing an opportunity for growth in the marketplace and a chance to generate social impact, the Vancouverite instead jumped into the world of entrepreneurship. Social entrepreneurship, ...
  • The Orange Door Project: Housing and Hope for Homeless Youth The Orange Door Project is The Home Depot Canada Foundation’s response to one of the most urgent social issues facing Canadians today – youth homelessness.  We’re working together with community partners, thought leaders, The Home Depot Canada’s suppliers, customers and associates to help.  We believe that by bringing supportive housing and life skills development programs ...
  • An Anecdote for Cause Marketing (Tim Hortons Camp Day) By Peter Gardner, Senior Partnership Architect & Insights Developer at Torque Strategies Today is Camp Day people. That means today across Canada Tim Horton’s restaurant owners will donate 100 per cent of proceeds from java sales to the Tim Horton’s Children’s Foundation (THCF). Raising a whopping $11.8-million in 2013, it should come as no surprise that Camp ...
  • Unilever’s corporate challenge: Find purpose or perish Phillip Haid is Co-Founder and CEO of Public Inc. In the 1890s, Lord Lever, founder of Lever Brothers, wrote down his idea for Sunlight Soap — a revolutionary new product that would help keep England clean. His mission was to make cleanliness commonplace, so that people maintained better health, women had less work and in turn, ...
  • How Patagonia went from turmoil to wildly successful by making counter-intuitive moves By Phillip Haid, Co-Founder and CEO of Public, Inc. A legendary climber, surfer, entrepreneur and environmentalist, the story of Yvon Chouinard, founder of Patagonia, starts with the design, manufacturing, and distribution of rock-climbing equipment in the late 1950s. By 1964, he produced his first mail order catalogue and by the end of the 1980s had built a ...
  • Want to beat your competitors? Embrace profitable good By Phillip Haid, Co-Founder and CEO of Public, Inc. Deloitte recently came out with its annual Core Beliefs & Culture survey that polls more than 1,000 executives and employees. The key takeaway was that 82% of respondents working at an organization that has a strong sense of purpose believe the organization will grow. Only 48% of ...
  • It’s Time to Make “Purpose” the Fifth P in Marketing January 30, 2014 Phil Haid is co-founder and CEO of Public, a cause agency and incubator Two days ago, Bell launched the fourth edition of its annual “Let’s Talk” campaign to help reduce stigma around mental health, and by all accounts it was their biggest and most successful year ever. Newspaper, TV and mobile ads encouraged us ...
  • TD first Canadian bank to join ‘It Gets Better’ project In the 20 months since it launched, a panoply of individuals and public figures – from President Obama to Star Trek’s Mr. Sulu – have posted videos online as part of the It Gets Better project, to encourage young gay, lesbian, bisexual and transgender people who may be struggling with their identity. Now the first ...
  • Real Cause Marketing by Unilever’s Sharon MacLeod Cause marketing usually annoys me. Obviously my irritation is not based in a belief that brands should not benefit a cause. My life at Unilever has been all about great brands and great causes. But consider those brands and causes for a moment. When Dove launched the Campaign for Real Beauty in 2004, first telling ...