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Cause Marketing - Alive and Well
In response to the USA Today KINDNESS blog post declaring the death of cause marketing as we know it:
Billions of dollars have been raised, millions of consumers have been engaged and untold lives have been impacted across the globe. Rest assured, cause marketing is alive and well.
But don’t just take our word for it. An overwhelming 83 percent of Americans want to see more companies support social and environmental issues, as revealed in Cone’s 2010 Cause Evolution Study. This is particularly true among moms and Millennials – the consumers driving spending and the social agenda – who are virtually unanimous in their desire to see companies stand for something.
Most professionals have long-agreed that simply tying a ribbon to a product is not a meaningful strategy for either business or social growth. And it doesn’t build brands either. Instead, what sets brands apart today is: 1) supporting issues aligned with their business growth and diverse stakeholder needs, 2) meaningful engagement beyond the transaction and 3) trusted, mutually beneficial partnerships.
Over the last two decades, cause marketing has changed our social fabric, giving consumers a way to contribute to critical issues like women’s health, education and preventable disease. Today, we are on the cusp of innovation as we evolve from transactional to transformational. Look to the future for dynamic, collaborative problem-solving against new (and emerging) issues, bold public commitments to drive impact and brands built on transparency and trust.
Lofty? Perhaps. But achievable, when put in the hands of the consumer through cause marketing.
- Craig Bida, Executive Vice President
Tags: youth causebranding research cone trends
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Millennials Close at Moms' Heels: 2010 Cone Cause Evolution Study
Although moms stand out as the most socially conscious segment of consumers, according to the 2010 Cone Cause Evolution Study, it comes as no surprise that their Millennial-aged children (18-24), are close at their heels. Ninety-four percent believe cause marketing is acceptable, and more than half (53%) have purchased a cause product/service in the past 12 months (vs. 88% and 41% respectively for the average consumer).
The Millennial segment provides the clearest view of the nation’s future cause consumers – and the outlook is good. Nearly three-quarters (73%) are willing to try a new product they’ve never heard of if it supports a cause. And, more than a quarter (26%) are willing to pay more for products associated with a good cause.
Ford is looking to capture the attention of this segment through the allure of cause marketing. As part of a new collaboration with Pandora, a Web radio station popular with digital-natives (a.k.a. Millennials), Ford will make a donation to one of two charities, chosen by featured artists John Legend and Jewel, every time Pandora users share a “mixtape” by either musician. This is sure to strike a note with Pandora’s Millennial users, while also promoting the integration of the Pandora service into Ford vehicles.
More than their counterparts in other age categories, Millennials are even willing to keep the greater good in mind when making decisions outside the store – 87 percent consider a company’s cause commitments when deciding where to work. Companies are putting this into practice, for example Deloitte (client) uses its community involvement initiative as a core recruiting differentiator.
Millennials are entering our workforce and marketplace with a fierce sense of social and environmental responsibility. Whether companies are trying to recruit the next generation of talent or differentiate on the shelf, aligning with a cause is a powerful way to prepare for the future.
Tags: causebranding youth research cone trends employee
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Cause Influencers Weigh In: 2010 Cone Cause Evolution Study
You’ve heard from us, but we want to know what you have to say. So we reached out to some of our favorite bloggers and experts who have valuable insights about the world of cause to get their reactions about the 2010 Cone Cause Evolution Study findings. We asked them what stood out or surprised them from the study. Here’s what they said:
On the overall findings:
“The 2010 Cone Cause Evolution Study is a treasure trove of insights into our field's oft-debated questions: Should programs focus on one issue or emphasize consumer choice? (the former.) Are consumers more impressed by programs that describe major corporate donations orlink donations to their purchases? (slightly in favor of the latter.) Do Americans reduce their won donations after making cause-related purchases? (rarely.) Everyone managing corporate cause initiatives should read it -- at least twice!”
- David Hessekiel
President, Cause Marketing Forum, Inc.
On moms:“What this study found about moms, in particular, didn't surprise me as much as it helped confirm my broader view of women and sustainability. ”Having a baby changes everything," and women with kids are all the more expecting shared values and authentic social and environmental commitment from brands. These Cone cause marketing insights are key in that they hint at an even bigger, developing sustainability story that all companies need to tend to.”
- Andrea Learned
sustainability and consumer behavior expert
On Millennials:
“Cone's findings are beautifully aligned with what we're seeing in the field. Today's socially conscious youth are REALLY good at tugging mom's purse strings, and it's hard to argue when your kid says, ‘We shouldn't buy such-and-such, it's bad for the environment, let's buy this one instead.’ That said, I'd like to see brand managers invest more heavily in their consumer’s ‘cause’ literacy rates.This need is articulated in the 2010 Cone Cause Evolution Study, but at a slightly lower percent than I would have thought, which surprised me – especially with regards to the Millennials. (I'd imagine this will come up with GenZ.)”
- Lee Fox
Founder, KooDooZ
On employees:
"What surprised me most about the Cone Cause Evolution Study was how much of a role frontline employees played in getting consumers to donate. 70% of Americans said they are more likely to donate to a cause if an employee recommends it. This puts the frontline employee in a very influential role, one I think none of us ever fully appreciated."
- Joe Waters
Director of Cause Marketing, BMC
Blogger, Selfishgiving.com
Tags: youth nonprofitcausebranding employee causebranding research cone
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You’re Blushing! Tackling Uncomfortable Issues with Cause Marketing
It’s hard to believe breast cancer was once a salacious issue for a company to support. Once considered too personal to discuss outside the doctor’s office, today it is the cookie-cutter cause to support in October. You know the issue has shed its societal stigma when everything from soup cans to paper towels bears the pink ribbon in your neighborhood grocery store. However that does not imply we’re past all the blushing and squirming when it comes to public dialogue of very personal health issues.
Some touchy issues may be shooed away from the schoolyard, but others are looking to target the youth market. MTV recently teamed up with the popular geo-location provider Foursquare to offer the first cause-related badge for checking in to…ahem…STD testing centers. Part of the network’s Get Yourself Tested campaign, the partnership hopes to dampen embarrassment and instead raise awareness, dialogue and action from teens about sexual health. And what better way to get the word out than allowing brave teens to announce their responsible actions to their entire social networks?
Although shock-factor is sure to get attention for these causes, core to all these campaigns is the authentic desire to get the public talking about important issues, even if they are uncomfortable. Once the dialogue is open, there is room for progress toward solving these serious issues. Perhaps one day discussing STD prevention will overcome the gasps and be as acceptable in our public dialogue as fighting breast cancer.
Tags: Women cancer causebranding advocacy campaigns youth newmedia health
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Who is Responsible for the Nation's Health? Everyone
If there is one social issue capturing attention this week it is the nation’s health, following the monumental signing of healthcare reform legislation by the U.S. government. No matter which side of the debate you sit on, perhaps there is one shared reality – true change will come only when all sectors work together to create solutions. In fact, most Americans (89%) expect business, government and nonprofit organizations to work collaboratively to solve social issues.
We are already seeing a lot of cross-sector momentum which demonstrates a sense of shared responsibility. Organizations have started working together to address the national concerns of childhood obesity and healthy schools. A few recent initiatives include:
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Michelle Obama’s “Let’s Move” campaign to fight childhood obesity, supported by the dairy industry
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The American Beverage Association’s agreement to remove high-calorie beverages from schools, which includes key industry players PepsiCo and Coca-Cola
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Jamba Juice and the National Parent Teacher Association's (PTA) creation of a smoothie to help young people get their daily servings of fruit
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Celebrity chef Jamie Oliver’s partnership with ABC for the premier of “Jamie Oliver’s Food Revolution,” a reality series where he sets out to make over the eating habits of families in the “nation’s unhealthiest city”
The government is forcing change, but the responsibility rests on everyone. National health is too large for one organization or sector to tackle alone. Leaders of all sectors should take time to consider how they will impact the issue, and what role they will play in promoting national health solutions. What role will your organization play? Share your plans in the comments below.
Tags: health youth currentevents campaigns sharedresponsibility
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