How To Use Cause Marketing Without Causing Chaos
Environmental Research reports that Cause Marketing can Make a Difference which is good news for social entrepreneurs. A recent survey conducted on consumer packaged goods found that, yes, consumers do prefer and purchase products associated with a charity or cause.
74% increase in actual purchase for a shampoo brand when associated with a cause
(47% of participants who saw the cause-related message chose the brand while only 27% of those who saw the generic corporate advertisement chose the brand)
28% increase in actual purchase for a toothpaste brand when associated with a cause
Triple bottom line entrepreneurs, of course, already know that, or at least have hoped that their efforts to give back will make a difference in sales. But, just giving back isn’t always enough.
Qualitative consumer responses showed that the issue, the nonprofit and the inherent nature of products were key factors in making cause-related purchasing decisions and helped explain why movement in (some) categories was not significant.
In other words, choose well and choose wisely, not only in the non-profit you plan to support, but in how you promote your connection and how you market your product.
