Cause-Related Marketing (CRM) is a new and promising strategy highly relevant to address the changes occurring in our world. Those that were simply called consumers are increasingly becoming citizen-consumers, demanding more than just products and services at competitive prices: they increasingly prefer brands that identify with their new, higher values. CRM is the answer to such needs as it makes possible bonding a company or a brand to a relevant cause in order to achieve mutual benefits. It is different from donation, philantrophy or even Social Marketing. The principles and pre-requisites for winning CRM programs are discussed as well as an implementation suggestion for Arte, Vida e Esporte.