cause-related marketing

CAUSE-RELATED MARKETING: JUST THE FACTS

If a company is associated with a cause they care about:

- 78% of adults said they would be more likely to buy a product;
- 66% of adults said they would be likely to switch brands;
- 62% of adults said they would be likely to switch retailers; and
- 54% of adults said they would pay more for a product.

The American public regards local issues (55%) as more important than national issues (30%) or global issues (10%).

After price and quality, one-third of Americans consider a company's responsible business practices the most important factor in deciding to purchase a particular brand.

Causes consumers most want companies to focus on are crime (34%), the environment (29%), homelessness (28%), the quality of public education (27%) and drug abuse prevention (27%).

For the past two years, the arts have attracted 6% of all sponsorship spending in North America ($832 million in 2008)