What is Cause-Related Marketing?
Cause-related marketing is a strategic positioning and marketing discipline that links a company and its products and services to a social cause or issue. A Cone/Roper study on cause-related marketing revealed some significant findings:
- When price and quality are equal, 76 percent of consumers say they would be likely to switch to a brand or retailer associated with a good cause.
- More than 80 percent of American consumers say they have a more positive opinion of a company that is doing something to make the world a better place.
- The primary reason companies engage in cause-related marketing is to build deeper relationships and trust with customers and to enhance the company's image.
