The Moral Marketplace

This book examines cause-related marketing and how organisations link business activity with social causes to build trust and support. It explains why some campaigns create value and social impact, while others lead to scepticism, reputational risk, or concerns about misleading claims. The book traces the development of cause-related marketing from its origins in the 1980s to current challenges shaped by digital platforms, artificial intelligence, transparency, and corporate accountability. It explores consumer behaviour, trust, authenticity, and ethical decision-making, alongside partnerships with charities, differences across countries and cultures, and key decisions in campaign design and evaluation. The book also introduces new frameworks for understanding how these campaigns generate both business and social outcomes over time. By combining research evidence with practical insights, this book supports scholars, students, and practitioners in designing and assessing responsible and effective cause-related marketing programmes