Scrolling through my Facebook feed this afternoon, I could not believe some of the comments I saw on Business Insider's article about Patagonia (the clothing company) donating 100% of their global Black Friday sales to environmental non-profits.

Cause marketing can be very powerful, and Patagonia have long marketed their commitment to sustainability and environmental conservation. This latest gesture is already reaping stunning ROI with its gains in brand advocacy.

In the below picture, you can see just a few of the hundreds of statements from loyal Patagonia customers, who gladly shout about their loyalty to the brand. Some even comment on the brand's culture and how well they treat their employees. Scrolling through the comments, I thought - why does Ashley Varner from Ohio care about Patagonia's maternity/paternity program? They no doubt won his heart long ago with their cause marketing efforts, and carefully nurtured this relationship over time with compelling hub content. So powerful, and to my knowledge, I don't believe there are too many B2Bs out there that have employed a similar strategy.