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Summary

A change, sang Sheryl Crow in her hit song, "will do you good." Loyalty marketers have certainly always believed that change can do a company good, as shifting behavior is what any rewards program worth its salt is all about—dangling rewards as change-worthy currency for consumers, to move them towards brand loyalty and repeat sales. But what about a customer behavior change that actually does something for the greater good? This is where the intersection of cause marketing and loyalty is at its strongest, as more and more brands, from Chase and Amex to US Airways and American Airlines, see how effectively reward tactics and initiatives can nudge consumers towards better choices, whether it’s a green product or support for a social issue.

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