Articles

22.9.2010 Cause marketing proving popular in US

Advertisers promoting social or environmental causes are becoming increasingly popular among US consumers, Cone LLC has suggested. According to new researchfrom the agency, 80% of customers would switch from a brand that does not support a cause to one that does, provided the two products are of similar quality and are sold at a similar price. As a general strategy, cause branding finds strong support among Americans, with 88% agreeing that the practice is "acceptable". This represents a marked shift in consumer views - when the same question was asked in 1993, just 55% agreed.

The popularity of cause-based marketing is also likely to increase in future, with 94% of younger consumers and 95% of mothers saying its use is acceptable. Elsewhere in the report, 85% of respondents say that they have a more positive view of a brand if it supports a cause they care about, while 90% would like firms to keep them informed about the causes it supports. "The fervor with which moms and Millennials, among many other consumers, are embracing cause branding signals a field ripe for continued innovation and growth," Cone stated in its report.

"Companies' and consumers' commitment to doing good withstood turbulent times, proving social and environmental responsibility is not a fair-weather friend, but a business strategy that can stand the test of time." The report also suggests that cause-based marketing for brands in some sectors is especially popular. Around 82% of Americans think it is important for food and beverage brands to support social or environmental causes. But just 76% want professional services providers - such as accountants or law firms - to do the same.

B.L. 22.9.2010