# Campaigning for Commitment Marketers ask for pledges as part of cause-related promotions. By [Katherinev123](https://www.trendhunter.com/katherine), Contributing Editor | Published Aug 28, 2012 | Category: [Eco](https://www.trendhunter.com/pro/category/environmental-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/campaigning-for-commitment ## Key Figures - Trend score: 3.0/10 - Evidence articles: 4 ## What is the Campaigning for Commitment trend? **Campaigning for Commitment:** Non-profit charities and organizations typically ask for consumer commitment through pledges and donations, and now for-profit brands are doing the same. Companies are using oath-based campaigns as part of their cause marketing initiatives -- which are becoming almost a requirement of any marketing plan -- to elicit promises from consumers to undertake socially or environmentally beneficial activities. In addition to doing good, these pledges also place accountability among participants, creating an interactive element with the campaign that may build brand loyalty. ## At a Glance - Evidence: 4 featured examples - Articles from: Jul 12 to Aug 24, 2012 - Published: Aug 28, 2012 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Themes within the Campaigning for Commitment trend ### Oath-based Campaigns Brands are using oath-based campaigns to elicit promises from consumers to undertake socially or environmentally beneficial activities. ### Plant-based Packaging Companies are partnering to commit to using revolutionary plant-based plastic technology. ### Anti-Distracted Driving Campaigns Companies are launching campaigns to encourage customers, teens in particular, to take a pledge against texting and driving. ## What the Campaigning for Commitment trend means for industry ### For Marketing and Advertising Companies are using oath-based campaigns as part of their cause marketing initiatives. ### For Packaging and Sustainability Companies are partnering to commit to using revolutionary plant-based plastic technology, increasing sustainability efforts. ### For Auto and Transportation Companies are launching campaigns to educate drivers, particularly teens, on the dangers of texting while driving. ## Trend signals for Campaigning for Commitment Trend score 3.0 out of 10, from popularity 54%, activity 29%, freshness 8%. - Popularity: 54% - Activity: 29% - Freshness: 8% ## Examples of the Campaigning for Commitment trend 4 featured examples from Jul 12 to Aug 24, 2012. - [Anti-SMS Driving Campaigns](https://www.trendhunter.com/trends/att-no-text-on-board): AT&T 'No Text on Board' Pledge Asks You to Stop Texting and Driving (Category: Tech) Implication: Disruptive innovation opportunity: Develop integrated solutions that combine mobile network capabilities with AI-driven technology to prevent texting while driving. - [Interactive Cover Photos](https://www.trendhunter.com/trends/interactive-cover-photo): Unilever Engages Eco-Minded Fans With Interactive Facebook Timeline (Category: Eco) Implication: Consumer goods companies can leverage interactive campaigns to engage their audience and promote sustainable living, as shown by Unilever's use of an interactive cover photo mosai… - [Eco-Promoting Condiments (UPDATE)](https://www.trendhunter.com/trends/heinz-ketchup-join-the-growing-movement): Heinz Ketchup 'Join the Growing Movement' Encourages Eco Living (Category: Eco) Implication: The food and beverage industry can explore the use of plant-based plastic technology and QR codes to promote sustainable products and engage environmentally conscious consumers. - [Beer-Branded Oaths](https://www.trendhunter.com/trends/anheuser-busch-pledge): Take the Anheuser-Busch Pledge to Drink Responsibly (Category: Lifestyle) Implication: Opportunities for alcohol brands to integrate responsibility initiatives into their marketing strategies and build positive brand reputation. ## Recent trend clusters - [Power Modularity](https://www.trendhunter.com/protrends/power-modularity) (Eco) - [Delegated Interfaces](https://www.trendhunter.com/protrends/delegated-interfaces) (Tech) - [Sneaker Theater](https://www.trendhunter.com/protrends/sneaker-theater) (Fashion) - [Functional Indulgence](https://www.trendhunter.com/protrends/functional-indulgence1) (Lifestyle) ## Trending in Eco - [Jewel-Toned Fall Apparel](https://www.trendhunter.com/trends/quince-silk) - [Compostable Coffee Pucks](https://www.trendhunter.com/trends/compostable-coffee-pucks) - [Intelligent Private Grids](https://www.trendhunter.com/trends/ara-core-powers) - [Compact Electric Family MPVs](https://www.trendhunter.com/trends/compact-electric-family-mpvs) All articles: [Eco](https://www.trendhunter.com/eco)