In today’s marketing landscape, understanding what drives consumer behaviour is more complex than ever, especially when social causes are added into the mix. In this session, we’ll explore how a leading confectionery brand and McCann Truth Central used causal modeling to find the drivers of brand affinity while also navigating the debates about social cause marketing within the brand team. From taste and value for money to the deeper impact of shared values and social activism, we’ll dive into how causal modelling was used to navigate this sensitive topic and provide compelling ‘what-if’ analysis and evidence to identify growth opportunities worth 5-10% growth in market share.