Listen to The Commerce Marketer Podcast to hear how Pact Clothing utilizes social causes as part of its brand's ethos and marketing.
Drew Cook, CFO of Pact Clothing, joins this episode of “The Commerce Marketer Podcast” to discuss social causes as part of a brand’s ethos and marketing strategy. We outline the growing trend of sustainability amongst retailers and how “greenwashing” deceives consumers (2:00). He then discusses how terms like “organic” and “sustainable” can both aid marketing efforts and mislead consumers (4:30), and then cover how consumers’ expectations of corporate sustainability impacted Pact’s marketing philosophy and cause-based approach (7:30). He then speaks to the related practical challenges of sourcing and producing items at higher costs (10:30), delving into how beneficial being sustainable really is when consumers aren’t willing to pay more for the products (13:00). We switch gears to discuss sustainability in their post-purchase marketing efforts (16:00), growing a brand while staying true to its ethos (18:30), and how publicly addressing customer concerns improves their processes (22:30). He ends by sharing his thoughts on whether businesses need a social cause to stay relevant with today’s consumers (26:00) and why launching a cause-centered store is more challenging than ever (27:40).
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