As its name implies, cause-based marketing is the process of marketing a specific idea, cause, or goal, rather than a specific business, product, or service. These initiatives are often partnerships between a nonprofit organization – typically the driving force behind the” “messaging of the campaign itself – and either an ad agency or corporate partner, which typically handles the execution of the campaign. Although cause-based marketing campaigns can focus predominantly on PPC or social advertising, these campaigns can and often do incorporate” elements of guerilla marketing in their execution. Trying to grab people’s attention is no easy feat these days, and as such many organizations adopt more creative ways of getting their message out, as we’ll see later on. Many cause-based marketing campaigns are organic offshoots of grassroots marketing efforts, which also tend to focus on causes. This paper will discuss thoroughly cause-related marketing through the lenses of Pink Capitalism. It will also discuss how pink capitalism is not entirely an ethically incorrect concept and focus on the silver lining of the same, which would benefit both the NGO as well as the corporations.