What's not to like--really...what?

So, as I'm sure you've quickly realized, there really isn't a whole lot about the concept of cause marketing that I don't like--and what's not to like when the goals of cause marketing are to influence companies to:

1. Create causes linked to their brand purpose
2. Make meaningful changes
3. Invest longterm in causes
4. Create something that employees can become engaged with
5. Act quickly
6. Establish (and solidify) themselves as supporters of relevant causes

(All info borrowed from SmartBlog on Social Media.)

So, if you're really still not buying into the whole win-win concept of cause marketing that I'm desperately trying to promote, PLEASE check out the 2010 Cone Cause Evolution Study. (And, just as some background knowledge, Cone, Inc. is a strategy and communications agency dedicated to cause marketing, corporate responsibility, brand marketing, nonprofit marketing, and crisis prevention and management--SO they know their stuff.)


Also, because I know some of you won't click on over to the 2010 evolution study AND really because I want to peak your interest...here is a little preview...

The biggest findings of the 2010 Cone Cause Evolution Study were that moms and millenials are the most targeted groups for cause marketing campaigns. (Moms because they control about 80% of household shopping and millenials because they possess nearly $40 billion in discretionary income to spend.) Check out page 13 to see how moms and millenials hold up next to the national average. (I think you may be surprised by the noticable gap.)

So, just to be completely annoying and to once again reiterate my obsession...PLEASE check out the 2010 Cone Cause Evolution Study. (The study is all about us (millenials) and I think you may be more involved in the cause marketing phenomena than you may realize.) Until next time...

Buy in, why not?

Okay...WOW it's been a really long time since my last post. So, have you thought at all about what you support and how you choose to support them?

Well, I can't speak for you, but I can speak for myself--and some campaigns that I support are:

Product (Red) This is a pretty popular cause-marketing campaign that works in conjunction with many popular brands--some examples being: Gap, Apple, Starbucks, etc. The reason that I choose to support this cause is because AIDS is a global issue that I want to help combat and hopefully/eventually eliminate (fingers crossed.) Subsequently, the fact that Product (Red) collaborates with clothing retailers, electronic retailers, and food chains alike it has spread itself to attract, interest, involve an expansive audience. And another perk...a percent of the sales proceeds is what is sent to the Product (Red) global initiative--(meaning you aren't being guilted into opening up your wallet and surrendering you last last dollar, but are choosing to support a campaign through concious choice.)

TOMS is another pretty popular cause-marketing brand--that is especially neat in that it's giving initiative is established in its brand. With a motto "One for One" how could you not be instatnly interested and drawn to such a selfless brand? And...yeah, yeah I realize that the brand has been popular for a few years now, while I've just recently jumped onto the bandwagon and bought my first pair...BUT I've had my eye on them for awhile and am so glad that I finally decided to buy my first pair and, subsequently, give my first pair to a child in need.

So...those are two examples of both a campaign I follow and giving-initiative brand that I support--not that they are the only two I ever support. While I'm out shopping, and read that a proceed of the total of a product will go to (basically any) worthy cause, I'll buy it. Is that same true for you?

Did you know that...

88% of women and moms say it is important for companies to support a cause

69% of moms stated they will try a brand because it supports a cause

58% will pay more for a brand that supports a cause she cares about

(all statistics according to the 2008 Cause Survey from Barkley)

Anyways, those are only statistics of women...you'll be surprised with what other statistics exist. More to come, so until next time...buy into the trend. It's easy, concious, and feel-good...why not?