Reverse Cause Marketing: When the consumer makes your marketing campaign...about a cause.

We are officially laying claim to a brand new term: "reverse cause marketing." This concept has just been demonstrated to us by three brothers who have turned a contest about fun and adventure into a contest about fun, adventure - and sustainability. 

Maybe consumers have been doing it for years, but today I was struck by the genius of reverse cause marketing like never before. Ever heard of the National Outdoor Leadership School (NOLS)? They are a very cool organization that teaches leadership skills through expedition courses. Recently, they partnered with Patagonia, an outdoor clothing and equipment store with a bent toward environmentalism, to offer a contest called “Your Dream Expedition.” Participants create a video answering the question, “What’s your dream expedition?” From climbing Mt. Everest to bicycling across the United States, anything goes.


In my opinion, the most interesting part of this contest is that there is no requirement to align your dream expedition with environmentalism or sustainability or any sort of cause whatsoever. Its just for fun - and that’s great. Even greater? How the Suhar brothers decided to make their expedition about a cause.


John, Blake and Zak Suhar are just like everyone else who entered the “Dream Expedition” contest: they love the outdoors and they crave adventure. They’re unique, however, in one significant area. The love these brothers have for the outdoors is inseparable from their concern for it. In the first 30 seconds of their video, they ask the question, “How sustainable is our country?” Their dream expedition involves research and reporting, as they seek to answer that question. 


While Patagonia and NOLS can both expect to gain positive marketing for their brands out of this contest, neither one included marketing for a cause in the plan. So what’s it called when an organization’s consumer brings a cause into the conversation? You got it! Its reverse cause marketing. 


The power of the consumer is stronger than ever - and thanks to social media, our voices grow louder by the minute. I’d like to join the Suhar brothers in spreading the word about what can be done. How about another 2,000 views of their video by tomorrow? Shouldn’t be a problem - just click this link: suhar brothers

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Reverse Cause Marketing: When the consumer makes your marketing campaign...about a cause.