The collaborative (or sharing) economy is revolutionizing how consumers access products and services. Epitomized by the success of companies like eBay, Uber and Etsy, a new report called The New Rules of the Collaborative Economy predicts eight in 10 Americans will take part by 2017.

Powering this rise is consumer desire for convenience, cost savings and access to brand name goods or services.

Savvy, consumer-facing brands are learning to partner with sharing services to offer greater value for customers. And layering in a cause element can add additional depth and engagement to these arrangements.

For example, we've seen Uber deliver everything from food to puppies for well-timed cause campaigns. AirBnB is providing travel credits to relief workers assisting refugees, inviting its community to join them in donating to the cause.

Both West Elm and Nordstrom resell maker products from Etsy in their retail stores - what if they curated the top breast cancer items during the month of October for a special give-back collection? Or perhaps Spirit Halloween could partner with TaskRabbit to install Halloween decorations...all for the #SpiritofChildren cause.

In creating or iterating your own cause initiatives, remember the power of the sharing economy and think outside the traditional partnership box about how your assets might enable great convenience, affordability or brand access to consumers.

Have you seen examples of the sharing economy used to unite brand and cause? Reply to this email and let me know!

Enjoy the fall season,







P.S. Save the date! The 2016 Cause Marketing Forum will be held June 1-2 at the JW Marriott in Chicago.

3 Canadian Corporate Social Good Strategies All Brands Should Emulate

A 2014 study by Ipsos revealed that nearly all Canadians - 94% - agree that companies supporting good causes is a smart idea and 84% report that, price and quality being equal, they would switch brands to one associated with a good cause. It's no wonder that our neighbors to the north have come up with some very savvy cause campaigns that pay both social and financial dividends that brands around the globe can learn from.

Here are a few highlights:

Leverage Internal Assets and Partner for Greater Impact: Samsung Canada donated 200 tablets in partnership with Autism Speaks Canada as part of a pilot initiative called The Look at Me Project. The Samsung Galaxy Tab S is preloaded with the Look at Me app and given to 200 families with children with autism.

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