In another victory for cause marketing, Humankind Water took the #1 spot in Walmart’s recent Get on the Shelf social media contest. The contest garnered thousands of entries, ranging from shorts made from towels to a handy dandy eyeglass repair kit.
In the end, though, a product that donates 100 percent of net profits to countries fighting AIDS, malaria, measles and warfare won out – showing that consumers across the economic spectrum support products that make a social impact.
It will be interesting to see whether Walmart and other competitor merchants take note of Humankind’s success and introduce more cause products into their assortments. In the end, it will happen if customers demand it – so speak up!