Cause Marketing

On July 20, 2012 in a post on cause marketing activated on packaging I wrote this: “Regular readers know how much I like activating cause marketing on packaging. That’s because once someone is in the store, the last opportunity you have to reach them with a cause marketing appeal is when they see it on the packaging.” That was rational reasoning and long experience talking. Now a new study I came across from POPAI, the global association for marketing at retail, confirms my rationale. Called, the 2012 Shopper Engagement Study , the research finds that 76 percent of Americans make their decisions about what they’ll buy once they’re in the store. That’s up from 70 percent in 1995. What to conclude from that tidbit? Here’s what POPAI writes in their topline report : “When we look at the data from POPAI’s series of long running shopper research projects aimed at providing new information on how shoppers behave when they are in different types of stores deciding which categories and ...