8/3/2019 Cause Marketing Info Graphic Overview

http://slidepdf.com/reader/full/cause-marketing-info-graphic-overview 1/1

© 2011 Mintel Group Ltd. All rights reserved. Confdential to Mintel.

Cause Marketing

Fiona O’Donnell

Senior Analyst, Lifestyles & Leisure

www.xyg.mt.cm

Cause-related marketing (CRM) is a marketing tactic that 

combines selling a brand with doing good for the world.

 From a fringe concept a few decades ago, CRM has grown

into a very widely used branding strategy. According tothe 2010 PRWeek/Barkley PR Cause Survey, two thirds

of brands now engage in CRM and 97% of marketing

executives believe it is a valid business strategy.

 What we

The pr

of cha

overwhelming a

 for consumers, d

the impact of in

campaigns. Fur

about fraud can

impact of CRM.

of highly public

of fraud and micharities, 70% of

 feel that charitie

money—which

support for CRM

Companies that

to make substan

lasting commitm

single cause, or

of carefully-sele

sacrifce some p

consumer engag

the campaign, b

a more lasting i

cause. By choos

that is well-alig

company’s basi

and brand, corpmarket their ph

efforts more effe

seem more auth

 August 2011 - U.S.

Marktr hav a pprtty

t tap t th am f 

ygr cmr, takg

t thm rcty thrgh

ca ma a prvg

tagb vc f th

abty f a cmpay t ffct

ptv chag thrgh ca

prhp.

Gv th ratvy trg

prfrc fr a cmpay-

ch charty, ca

marktr h ct

t ch th chart thy

wh t pprt ba thr

w rtag f thr

bra qty a cmr

prfrc. Hwvr, ca

whr chartab rmt th ct f try wth a

prct catgry, marktr

may cr g th

cmr-ct charty

pt t tgh

thmv frm cmptt.

Th argt prprt f 

rpt agr that

chr’ wfar a hath

ar th mt mprtat ca

that cmpa h pprt.

Mr tha haf f a

rpt ar abt CRM

ffrt -tr, mty thrgh

packagg a -tr pay

matra. A qvaty

May thr ca rqr

cmpa t ch chart

with a certain political afliation

that c b parzg.

arg prprt ar abt

CRM ffrt thrgh trata

ma, bt ach ma vhc

jy a ratvy ma har

of inuence.

 Younger consumers show a greater afnity for CRM

Preference For Type of Company CRM Effort

Leading Causes for Company Support CRM Information ChannelsCause-related marketing Campaign influenCe on

purChase deCisions, by age, april 2011

preferenCe for type of Company Cause effort, by gender, april 2011

Causes Companies should support, april 2011 Cause-related marketing information Channels,

 april 2011

BAse: 2,000 AdulT inTeRneT useRs AGed 18+souRCe: MinTel

BAse: 2,000 AdulT inTeRneT useRs AGed 18+souRCe: MinTel

BAse: 2,000 AdulT inTeRneT useRs AGed 18+souRCe: MinTel

BAse: 2,000 AdulT inTeRneT useRs AGed 18+souRCe: MinTel

“Do cause-related campaigns influence your decision

to purchase a product?” 

All

18-24

25-34

35-44

45-54

55+

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Yes, I often decideto purchase a

product based onwhat causes it

supports

Sometimes acause-related

sponsorship willaffect my purchase,

but not often

I rarely or neverbase my purchase

decisions oncause-relatedsponsorships

0%

Yes

Sometimes

No

“Would you rather buy from a company that…” 

20%

40%

60%

80%

100%

Male Female

0%

Makes a commitmentto a specific cause

or charity and supports it

Lets you chooseand vote for any cause or

charity you like that you thinkthe company should support

Provides a selected listof approved organizations andlets you vote for the ones you

think the company should support

“Which, if any, of the following causes do you think companies should support?” 

Children’s

welfare

40%

Health-related

issues

38%

Not interested in supporting causesthrough product

purchases

18%

“How have you learned about a company’s cause-

related marketing effort?” 

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

In store (net) Traditionalmedia (net)

A friend, relative,etc. told you

Social media(net)