Amid discussions about brand safety, high-quality premium video, channel specific content, data and insights and technology and innovation at the Digital Content NewFronts<\/a>, it was the cause-marketing theme that resonated with Cotton, Inc.\u2019s Emily Cooper.<\/p>\n \u201cFor me, the thing that\u2019s really standing out the most is it feels like this year\u2019s really the tipping point in which people feel like their content needs to speak to a larger purpose and tap into some of the cultural and political movements that are happening,\u201d Cooper says in this interview with Beet.TV.<\/p>\n It\u2019s not just about brands having content that can entertain and content that serves utility, \u201cwhether it\u2019s how to style your white jeans or what I\u2019m going to make for dinner,\u201d Cooper<\/a> adds. \u201cBut now really highlighting these stories of change makers and people who have not necessarily had their story told before.\u201d<\/p>\n The Advertising Manager for Cotton, Inc.<\/a> talks about Meredith Corporation\u2019s NewFront presentation involving people who have stepped up after national disasters and how they\u2019ve been able to make real changes in their communities.<\/p>\n \u201cAnd not necessarily at the moment of that natural disaster when the cameras are still on but later when the cameras are turned off. And that\u2019s when the hardships really set in.\u201d<\/p>\n Brands can be in a good position to become involved because they often have resources that some community causes might not. Plus they \u201chave the microphone\u201d and can amplify the need for help.<\/p>\n \u201cWe know that consumers take it really seriously when brands support a cause and they\u2019re that much more likely to engage with the brand and, if you sell something, shop your products,\u201d Cooper<\/a> says.<\/p>\n Given that consumers want the path to purchase to be as easy as possible, Cooper noted \u201ca number of different technology innovations this week\u201d that make it as easy as possible.<\/p>\n \u201cWhether it\u2019s shopping in video or shopping within an article. However you can minimize the amount of clicks to the purchase I think will be a win for consumers,\u201d says Cooper.<\/p>\n