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...

Results released yesterday from the ‘ Dynamics of Cause Engagement ’ study show that Hispanics and African Americans in the United States are more likely than Caucasians to support causes online than offline, more likely to feel social sites networking help causes raise visibility, and more likely to feel that they personally can help causes through online social networks. The study comes from Georgetown University’s Center for Social Impact Communication, and took place in late 2010. Several results have been reported in the last month from the analysis of ‘Dynamics,’ survey, which was funded by Ogilvy Public Relations Worldwide. Another study, which also took place in 2010, found that among the 12 countries surveyed, 85 percent of Mexican nationals were likely to buy a brand that supports a good cause, the highest percent of any country surveyed. In that effort, called Edelman’s Goodpurpose Study 2010, Brazil, China and India followed closely behind Mexico. The United States finishe...