Customers, users, and employees are attracted to products, services, and companies that are infused with meaning. In other words, companies that care about more than just the bottom line. The future of marketing is philanthropy. Marketing budgets will increasingly be allocated to causes not just because it's a good thing to do, but because it's good for business. Discuss!

The facts speak for themselves! According to the latest Cone research 94% of consumers are likely to switch brands to one that supports a cause if both brands are similar in price and quality, 93% would buy a product associated with a cause and 65% already have, and 93% would boycott a company for irresponsibility and 56% already have. Companies that do good (in an authentic, honest way), do well.

As a buyer, if a brand can connect with me on a personal level, I am more likely to buy and be a repeat customer. Brands who humanize themselves and create a relationship with consumers will win in the future, and create brand ambassadors who will spread their business to their friends, online and off.