“Cause-related marketing,” which aims to align the social issues that matter most to customers and the commercial goals of the business, has been proven to positively engage consumers. Dawn Saves Wildlife is a great example of this – the detergent-maker not only donates thousands of dollars to wildlife organizations, but has also developed an educational program about the impact of oil on wildlife and has donated thousands of bottles of Dawn to help clean animals impacted by oil pollution. The program helped Dawn make Fortune’s list of the World’s Most Admired Companies.

There are plenty of strong cause-related reasons for the deployment of smart grid technology: more efficient use of energy resources, a smaller carbon footprint, and consumer empowerment, to name a few. These are all are powerful motivators for customers to embrace the modernization of the power grid.

But efforts to improve consumer perceptions around the deployment of…

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