"If you can empower with your products and services, choose that for your marketing. If you can spend dollars on things that help others, enable others, give the people who use your products and services something that allows them to do something meaningful, make that a spending priority.
And better still? If you can empower your prospective customers to help others with those things that you choose to give them, do it. A cause-based example would be Tom’s Shoes - for every pair you buy, they give a pair to a child in need. All marketing need not be caused-based, but the premise is still the same.
Can you empower more than you market? How does this apply to what you’re doing?"