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Why is Cause Marketing Important?
Partnership Opportunities
As the fastest growing segment in advertising, cause marketing is helping corporations build valuable relationships with educated consumers. These relationships create loyal consumers who can identity with a company's philosophy, positioning, and branding. These partnerships affect the greater good of the community, while affecting the bottom line of the corporation.
Research shows that two-thirds of Americans report having greater trust in those companies aligned with a social issue.
Protecting and providing a better future for America's children remains the public's top priority.
[1999 Cone/Roper Cause Related Trends Report]
Additional benefits:
- 2 in 3 Americans say they would be likely to switch brands or retailers to one associated with a good cause, when price and quality are equal.
- 8 in 10 Americans are more likely to purchase products associated with a cause they care about and support companies that commit to a specific cause for a long period of time.
- 83% of consumers say they have a more positive image of a company that supports a cause they care about.
- 92% of Americans believe it is important for companies to seek out ways to be good corporate citizens.
- Consumers listed providing a better future for and protecting America’s children as their top public priority.
- 90% of employees feel a strong sense of loyalty to their company when they support a cause.