Cause marketing can not only do good, but it can also help companies boost their businesses, Jody Falletta Carman, CEO of the Six Second Project, told the conference in Beijing.
"Ninety-four per cent of consumers on a global basis say they place more trust in companies that support a cause, and 93% want companies to support a cause," she said.
She highlighted a number of companies that had actually boosted profits off the back of raising money for a cause, and said the meat industry had the opportunity to take ownership of supporting a drive to eradicate world hunger.
She said a cause had to be appropriate to the industry and said meat was ideal to be associated with tackling hunger.
"Nobody has launched a global cause to tackle hunger and malnourishment. This is a great chance for you to win," she told the Congress. "This is an opportunity for the meat industry to become heroes."
She said there were a number of ways the sector could help, either through sponsorship or providing resources, and urged delegates to join a task force set up by the charity to drive things forward.