CAUSE MARKETING//GOOD IS THE NEW BLACK
On April 26, GQ and Merle Sloss of Fashion Group International hosted the panel “Causing Effects: Connecting with Men Through Cause Marketing.” Moderated by Peter King Hunsinger, GQ’s vice president and publisher, the panel featured three leading voices in the cause marketing movement: Carol Cone, chairman & founder, Cone Inc.; Trey Laird, president and executive creative director, Laird & Partners; and Trent Stamp, president, Charity Navigator.
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INDUSTRY EXPERT: CAROL CONE, CHAIRMEN AND FOUNDER, CONE, INC.
 “We are at the center of a perfect storm,” suggests Carol Cone, Chairman and Founder,Cone Inc. "What’s happening in society; what’s happening with Millennials coming up (Americans born between 1978 and 1994); the huge transparency of the Internet.” All of these factors are forcing companies to “walk the walk.”
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INDUSTRY EXPERT: TREY LAIRD, PRESIDENT AND EXECUTIVE DIRECTOR, LAIRD & PARTNERS
 When Trey Laird met with Bobby Shriver and Bono to discuss the creation of the (RED) campaign, they quickly made it known to Laird’s team that they were trying to start not a charity but a business. Bono was approaching cause marketing from a non-traditional point of view, and was calling for a new business paradigm: Sign up some of the world’s most iconic brands, have them manufacture products, make a profit, and then commit these companies to sustainable, long-term involvement withthe goal of doing something good.
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INDUSTRY EXPERT: TRENT STAMP, PRESIDENT, CHARITY NAVIGATOR
 The day of the FGI panel, the subject of Trent Stamp’s daily blog on the Charity Navigator website www.charitynavigator.com) was American Idol’s fundraising special, raising over $60 million for charity. On the surface, Stamp finds little to complain about, considering that the “show raised a ton of money for some of the most reputable charities in the world.These charities didn’t have the tens of millions of dollars yesterday morning that they do today. They’ll spend it well, and good work will be done.”
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WALKING THE WALK: EXAMPLES OF COMPANIES ENGAGED IN CAUSE MARKETING
If companies were to analyze how to be socially responsible, they would find good corporate citizenship to "be a source of opportunity, innovation and competitive advantage." — The New York Times, December 23, 2006
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THE GQ POLL: CAUSE MARKETING
When it comes to lending a helping hand, GQ readers overwhelmingly responded that they will not hesitate to allocate both time and money to support a good cause.
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