Why is cause-related marketing a good idea?
Research conducted by Research International has found that— • 86% of consumers agree that when price and quality are equal, they are more likely to buy a product associated with a cause. • 73% of consumers agree they would switch from one brand to another, price and quality being equal. • 86% of consumers agree that they have a more positive image of a company if they see it is doing something to make the world a better place. • Most Americans (60%) reported that they planned to purchase a holiday gift associated with a good cause, and 63% of them are very likely or somewhat likely to consider a company’s reputation for charitable donations when buying (up from 56% in 1997). The Cone Holiday Trend Tracker study also reported that women and households with children are especially likely to consider a company’s charitable reputation at purchase time (68% in each case). The same is true for the 25-34 year old consumer group (72%), a prime target for national marketers.
