What does research tell us about brands that align themselves with a cause? Get the facts about cause marketing and consumers’ feelings toward impact-oriented brands.
Cause marketing is a popular way for companies to engage their consumers in support of a cause. The best cause marketing campaigns provide benefits to both the corporate brand and one or more nonprofit partners. With these cause marketing facts and links to dive deeper into reports, you’ll be able to capitalize on this global trend and make the business case for launching your next cause marketing campaign.
Fact #1—Cause marketing’s popularity in the U.S. can be traced to a 1983 campaign from American Express and a nonprofit fundraising for a restoration of the Statue of Liberty. Source: The Balance Small Business
Fact #2—64% of global consumers will choose, switch, avoid, or boycott a brand based on where it stands on the political or social issues they care about. Source: Edelman’s Earned Brand Study
Fact #9—More than 30 U.S. states have laws governing charitable sales campaigns, known as “commercial co-ventures,” where a company pledges to donate a portion of the purchase price to charity. Source: Verrill Law
Fact #10—Just 31% of companies measure the value of social good programs on customers’ perceptions versus 43% of companies that measure the impact of social good programs on employee metrics. Source: CECP Giving in Numbers 2019
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