We tend to think Dove’s campaign is a stellar example of purpose-driven marketing. But is it?

Yes, they’ve done amazing viral content on real beauty & self-esteem. (Including the recent one on beauty standards in AI-generated images.) 

And yes, they’re one of only 11 CPG brands in the world with sustained growth over the past decade (according to Kantar.) 

But is that tremendous growth really due to the cause? Maybe. But maybe not.

All 87 of these popular brands DO have cause marketing programs. Some are long, well-established programs & campaigns.

But DoSomething Strategic polled 1,900 people aged 13-25 & found out that most of The Kids — don’t forget, “they buy based on values!” — have no clue.