People are attracted to things that have a higher cause then themselves. One of the reasons why they choose to engage with these higher causes is because its something that they can associate themselves with - boosting their own identity.

As marketers we are able to give groups of people something to associate themselves with - something they can use to boost their identities and even maybe get them to take action on causes that will not only help them but the people around them.

Marketing is typically associated with taking - what if as marketers we give people a higher cause instead?