| eMarketer: Consumers Want More Cause Marketing |
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21/09/2010 14:23 (973 Day 07:43 minutes ago) | |||||
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The FINANCIAL -- Associating a product with a social or environmental cause Americans care about is a popular marketing tactic among consumers. More than two in five bought such a product in the past year, according to the “2010 Cone Cause Evolution Study” from agency Cone.
And they want more. In 2009, large majorities of consumers wanted a variety of opportunities to support brands that were active in cause marketing, and by July 2010 they were even more enthusiastic about ways companies could get involved.
Mothers and millennials, those ages 18 to 24, were even more enthusiastic about the importance of cause marketing. Both groups were more likely to accept it, switch brands based on it, purchase products associated with causes and pay more for the privilege.
It also affected their feelings about what products and services they would recommend, where to shop and work, and which companies they would welcome in their communities.
With social and environmental causes almost universally popular, and their importance even greater in the key target markets of moms and millennials, cause marketing can give a big boost to brand marketing.
“Cause branding is a prime opportunity for companies to extend beyond their traditional market and increase exposure to potential new consumers,” said Alison DaSilva, executive vice president at Cone, in a statement.
But as with all branding efforts, the social or environmental cause adopted must be authentically integrated with the brand’s image. Consumers will not be impressed if a company with questionable environmental practices takes up a green cause, for example.
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