In a socially networked world, people remember and are loyal to brands that are linked with a ‘cause’. A recent report on Gen-Zs by advertising-and-PR-firm Havas Group reveals that 70% of young Indians prefer to buy from brands that align with their environmental/social ideology. The pay-off from Cause-Based Marketing (CBM) – campaigns built around social causes but with a subtle, revenue-driving objective – is potentially huge. This podcast discusses how companies can align themselves with social causes, and provides some do’s and don’ts.