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Cause marketing popular with shoppers

Posted by Michael Bloch in web marketing (Tuesday September 21, 2010 )

According to a recent survey, 41% of Americans purchased a product in the past year because it was associated with a social or environmental cause. Cause marketing can be a very powerful tool if used correctly.

The 41% represents more than double the figure since Cone LLC (the company carrying out the study) first began measuring back in 1993.

Furthermore, a whopping 83 percent of consumers want more companies to benefit causes.

The 2010 Cone Cause Evolution Study found that not only did 85% of those people surveyed have a more positive image of a product or company when it supports a cause they care about, but 80% are likely to switch brands, similar in price and quality, to one that supports a cause.

Additionally, over 60% would be willing to try a new brand or one unfamiliar to them and 19% would be willing to purchase a more expensive brand if the brand supported a cause of interest.

They are rather amazing figures.

The most popular causes consumers want companies to support in order of popularity are Economic development, Health and disease, Hunger, Education, Access to clean water, Disaster relief and Environment – all of which appealed to over 70% of those who participated in the study.

I can certainly vouch for the power of cause marketing. There’s two wonderful aspects – a) doing good and b) if you sponsor registered charities, it’s a tax deduction. Even if the charity isn’t registered, under certain conditions, it’s an expense that can still be written off as promotional costs (check with your bean counter).

Added to that, the potential of more sales and cause marketing is a strategy that’s hard to ignore – particularly as we’re heading into the silly season – it just might be the edge you need.

Cause marketing doesn’t have to be complex – pick up some cause marketing tips or read more of the 2010 Cone Cause Evolution Study report.


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