Yes. It allows a brand to create or associate with a cause that is dear to its community.
Thereby developing an emotional engagement.
A great way to create or associate with a cause is to take the CSR or corporate social responsibility program and weave it into business strategy.
It enables the brand to talk about the social benefits that are occurring through serving that cause. Resulting in the brand showing a humane side. Which endears it with its employees and customers due to the high emotional engagement the cause has with them.
Cause marketing is a great way to support a brand’s main communication.