Unlocking the Keys to Social Impact Marketing: Speak Their Language

We have previously discussed the importance of making cause and social marketing efforts relevant to consumers and “reaching people where they are” via our first whitepaper, the Six Pillars of Effective Cause Marketing. As we continue our work with corporations, nonprofit organizations and government entities to drive social change initiatives, it is clear that cause and social marketers must speak the language of those they are hoping to impact. Of course, by “speak their language,” I don’t mean cause and social marketers must reach target audiences in English, Spanish, French, etc. What I mean is the most effective behavior change marketers take the time to understand the cultures of the audiences they are looking to reach and develop social change campaigns to reflect the societal norms and positions of those audiences. They take time to discover the people, places and things that are relevant in the li