Carolyn Butler-Madden

Author  |  Speaker  |  Brand Purpose Activist


Welcome. I’m delighted you’re here.


After a 30 year international career in the ad agency world, I made the decision to launch my marketing consultancy, The Cause Effect, working with businesses that want to build purpose-led brands that stand for something beyond profit.  


There’s a fair bit of fear amongst business leaders in taking the step towards 'Purpose'. Harsh criticism of brands that have got it wrong no doubt prey on the minds of CEOs and marketing leaders. No wonder. There’s little room for failure in Australia’s corporate boardrooms.


I believe there is a misconception around the idea of purpose and becoming a purpose-led brand. Instead of trying to figure out what to say about your brand to make it purposeful, I believe brands that act with purpose, authentically, can organically start to become purpose-led brands. Those brands that invite and empower their consumers, customers, employees and partners to collaborate with them to create social impact – will naturally put themselves on a path to purpose. In so doing, they will attract followers and fans; people who share similar beliefs and values, who will support the brand and willingly share the stories of their experience with the brand.


There is so much opportunity for brands and for society in pursuing this approach. That’s why I’ve gone all-in and specialised in this area of brand marketing and internal engagement.  It’s also why I’ve written a book on the subject.


How to use cause marketing to
build a more meaningful and profitable brand

3D book image_Path to Purpose_bestseller

If you're a business leader or senior marketer navigating the purpose maze, Path to Purpose will unlock the secrets of brands that are doing well by doing good. 

In Australia's first book on cause marketing, discover:

  • Why doing good is good for business

  • The science behind cause marketing

  • Fourteen real-life examples of world-class cause marketing strategies from Pampers, Patagonia, Dulux, Virgin Mobile, ANZ, Zambrero, REI and more.

  • A simple six-step methodology to develop and implement a powerful and authentic cause marketing approach for your brand.

"Butler-Madden brings an astute and compelling perspective to why cause-driven business is good business, why ethics are an increasingly critical factor in corporate success, and how businesses that engage authentically with audiences through shared values can build and accelerate their brands in the process."

David Redhill

Partner, Global CMO Deloitte Consulting

"We live in a world craving meaningful connection that comes from meaningful communication. Carolyn Butler-Madden understands this better than most and that’s what makes her exceptional book, Path to Purpose, so incredibly valuable for anyone wanting to build a powerful brand in the modern world.”

Andrew Griffiths,
International Bestselling Speaker, Global Presenter, Media Commentator

Unlock the full value of a social purpose brand strategy with confidence, using our unique 6-step methodology

Find out about our workshops here

"Life is either a daring adventure or nothing at all"

Helen Keller

On the Desk

Photo by Kalen Emsley on Unsplash

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