WWF Spain: Illustrating Factors at Play, Impacts, and Tensions in Cause-Related Marketing for Global Sustainability

Abstract

The new Agenda 2030 for global sustainability has put at the center the role of partnerships between different stakeholders, thus generating new interest (and concerns) regarding partnerships between environmental organizations and firms. In this context, the debate on the role of cause-related marketing (CRM) becomes particularly relevant.

For illustrating this, the present chapter explores the case of recent CRM campaigns of World Wide Fund for Nature (WWF) Spain, the Spanish section of WWF, one of the most relevant environmental organizations worldwide, characterized by developing conservation projects and by its orientation to collaboration with private organizations.

WWF Spain has developed CRM campaigns with very different companies across sectors, including postal services, fashion, food, and retailing, among others. These actions seem to have had various positive impacts in the organization, the involved firms, and consumers. As it will be explored, campaigns adapt to the specific partner and product but seem to share common relevant features: they are part of comprehensive strategies and long-term commitments; they use direct and effective messages; they are grounded in the reputation of the organization; consumers perceive consistency and are identified with the cause.

However, the case also illustrates huge tensions, limitations, contradictions, and potential adverse effects described in the academic literature on CRM regarding its role for global environmental sustainability.