It seems to me that there are two types of passionate people: Those people that ooze passion and will dive into a cause with all their heart, and those people that will jump on the passion bandwagon only if they see their friends participating and it seems like the popular thing to do.
The bottom line is that we need to create more passion on the planet, so we give people a reason to engage and to be part of something bigger.
Cause marketing is all about creating passion. The passion needed for people to take action. The question is: Will you just get the uber passionate or will your story create passion that a passerby can’t ignore?