Sequel, a menstrual care startup, has partnered with Audi Field to provide free tampons during men's soccer matches, showing a commitment to inclusivity for menstruating fans. This move transcends traditional corporate social responsibility, aiming instead to build brand trust by addressing the needs of a historically overlooked demographic. The CARES Framework highlights five key dimensionsâConnection, Agency, Recognition, Equity, and Securityâthrough which brands can assess their impact on consumer emotional well-being, urging them to avoid actions that contribute to social threats and instead foster positive consumer experiences.
A stadium sponsorship deal with Audi Field allows Sequel to place free tampons throughout the venue, prioritizing menstruating fans and earning brand trust.
CARES Framework emphasizes the importance of brands recognizing social threats while providing emotional and relational support to consumers in their marketing strategies.
Collection
[
|
...
]