Scarcely a week goes by that someone doesn’t release a study or survey about cause marketing. And yet there’s still some research I’d like to see. Since the New Year I’ve seen studies, findings or surveys related to cause marketing from the following: IEG projects cause marketing spending to grow in 2012 by 3.1 percent to $1.73 billion. Among other findings, the fourth Edelman Good Purpose Consumer Study found that the emerging markets of Mexico, Brazil, China and India were most willing to buy a brand that supports a cause. Landor Associates released its annual Global Corporate Reputation Index and highlighted the cause marketing work of Google and Ford. An outfit called Wide Angle surveyed its consumer panel and found them more willing to give $1 from a purchase rather than winning a meal at restaurant they’ve been wanting to try. Nielsen surveyed Vietnamese consumers and found that 80 percent prefer to do business with companies that seem to be giving back. That’s a reasonably broad...
Dedicated to highlighting and dissecting the best and the worst cause marketing promotions and campaigns.