Latest Cause Marketing Research
Thanks to Joanne Fritz at About.com for alerting us to the latest report on cause marketing from Cone. Cause marketing is Cone’s specialty … they know their stuff.
The 2010 Cone Cause Evolution Study notes that moms and Millenials (age 18-24) are the biggest believers in cause marketing.
What I found interesting is that respondents would prefer that companies stake out their own long term commitments to particular causes or issues, rather than going through “you decide” by voting type campaigns.
Were I advising a company on its social responsibility strategy, I would certainly recommend that the company anchor its efforts in some area that is particularly relevant to that company, its brand and its customers.
Suggesting that customers (and would-be customers) make the choice seems to me to suggest — on its face — a certain lack of commitment on the part of the company … its just another marketing gambit. I suspect this perception is what was behind the consumer response Cone found. Consumers want the company to stand for something … and it had better be credible in the specific context of that company.
Here, for example, is a cause marketing initiative that works for me … Toys “R” Us and US Fund for UNICEF. A perfect fit for both.
Cone found that consumers believe companies should engage in cause marketing even during these recessionary times. Here’s a 2:30 video describing the Cone findings.
Good data and good news for fundraisers.
Tom
One response to “Latest Cause Marketing Research”
Behavioral Science Q & A
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Thanks for the hat tip, Tom. I like your insights about this data very much.