Cause Marketing

Earlier this Summer results starting coming out from the Dynamics of Cause Engagement study and among the headlines was women are generally more responsive to cause marketing than men, providing further confirmation of what I’ve long suspected. But men aren’t absent from the cause marketing equation. I asked the Center for Social Impact Communication (CSIC) at Georgetown University, which authored the study, to parse out responses from men on key issues and they kindly obliged. Cause marketing targeted to men is a topic of some interest to cause marketers. Cause marketing is a form of sponsorship. Its biggest rival for sponsorship dollars comes from sports, which as a whole is about seven times larger than cause marketing. Men constitute the usual target market for sports. In short, men participate in sponsorship in a big way. But cause marketers are still learning how to target men. The topic of men and cause marketing came up at the recent Cause Marketing Forum in Chicago. Mike Swen...