Beauty brands are increasingly leveraging their platforms to advocate for change and education. The practice of this marketing avenue is well received by consumers, as 70% state they are likely to buy from brands that take a stand on social and political issues. When correctly executed, such campaigns allow companies to not only amplify their brand awareness and sales but also make a clear statement to target audiences on the values close to their heart. Including LGBTQIA+ causes and environmental advocacy, BeautyMatter outlines four marketing campaigns with a cause: