Emergence of Cause Marketing Strategy – New Consumer Behaviour Paradigm

The pandemic has demonstrated that the world requires more time to recover, and nothing will return to the way it was before. In a world of isolation and solitary existence, people increasingly relied on the digital realm. The challenges faced by consumers have led to a shift in their purchasing behavior after the lockdown. Every aspect, including attitudes, preferences, purchasing channels, and post-purchase behavior, has transformed. Many companies have revisited their marketing strategies during the pandemic. From a strategic perspective, investment in Cause Related Marketing during this period is seen not only as an additional cost but also as a way for organizations to remain profitable in a highly competitive business environment. Consequently, every organization today is aiming to incorporate a Cause Related Marketing strategy into their marketing plans. This research aims to assess various Cause Related Marketing campaigns that illustrate how companies made efforts to demonstrate their commitment to society while also focusing on their survival amid the stillness of the world. The study further examines how companies restructured their marketing strategies to align with the evolving buying behaviors of consumers. It also seeks to explore how changing consumer preferences led to an increased demand for numerous products. The fundamental reason for companies to adopt Cause Related Marketing campaigns was their recognition that the pandemic presented an appropriate opportunity to emotionally connect with their customers while pragmatically setting aside the primary objective of profit-making, given that the pandemic posed significant challenges for many organizations.