The Value of Cause Marketing

The number of Americans likely to consider a company’s social commitments when making purchasing, employment and investment decisions has grown significantly:

77% of Americans believe that companies have a responsibility to support a cause

91% say that they have a more positive image of a product or company when it supports a cause

81% of Americans consider a company’s social commitment when deciding where to work

74% of Americans say a company’s commitment to a social cause is important when they decide which products and services to recommend to other people

85% say it is important when deciding which companies theywant to see doing business in their local communities

80% of Americans can name a company which they believe to be a strong corporate citizen

86% of Americans indicate that when price and quality are equal, they will reward companies that support a cause with their business

Cause Marketing is a powerful business strategy. It can play an influential role in converting potential customers into paying customers, increasing sales and customer loyalty. Cause marketing programs help companies enhance their reputations, cultivate brand trust, and establish an emotional connection with customers.

Adapted from the Executive Summary of the 2004 Cone Corporate Citizenship Study: Building Brand Trust