Cause marketing can improve how people see a brand, but the product you attach it to determines IF that goodwill turns into buying. Cause marketing usually seems made for stuff we love buying. Like chocolate that helps feed children, sneakers that support youth sport, or concert tickets that fund community programs. There’s an obvious logic to it. If buying something indulgent creates a little guilt, attaching a good cause can make the purchase easier to justify. A study in the European...