Collections for a Cause

Traditional cause marketing used to follow a strict formula: purchase one product, trigger a donation. Yet, as cause marketing evolves, so too do the ways to support issues. Forward-thinking retailers are developing entire lines or curated collections for a cause – making broader cause support the fashionable thing to do.

Joss & Main, home furnishing flash-sale website, has partnered with the Epidermolysis Bullosa Medical Research Foundation (EBMRF) to launch the "Curate for a Cause" program. Site members can peruse collections curated by celebrities such as Orlando Bloom, Courteney Cox, Bridget Moynahan and Zoe Saldana, knowing that a portion of every product purchased in the special collections will benefit the EBMRF.

To read more on Cone's What Do You Stand For? blog, please click here.