When customers buy, usually they are interested in convenience, value, and service. However, an increasing number of customers are also buying based on a cause.

Many advertisements market a cause. For example, a sock manufacturer touts that they gave away 60 million pairs of socks to homeless shelters, one pair for each pair sold. Their tagline boasts of “the greatest sock never sold.”

When I was shopping for socks a while ago, I went to their website.  Unfortunately, I was unable to find what I needed.  However, their advertisement was successful in getting me to visit their site.