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December 16, 2011 at 11:48 AM by Research & Insights

2011 was a banner year for innovative and interesting cause marketing and corporate responsibility campaigns, from urging consumers to not buy a product to sending parents harassing text messages. In this second installment of "A Year in Cause & CR," we reveal the remaining five trends in cause marketing and corporate responsibility from 2011.

CR Kumbaya: The fact is, most CR issues extend beyond one company. Coalitions are a powerful way to address issues, so much so even direct competitors are uniting around their biggest challenges and encouraging consumers to join in. In the spirit of collaboration, Dell, Sprint and Sony have promoted environmentally sound management of used electronics through an EPA-industry partnership. Bosch Home Appliances, Kohler, Lowe's and P&G have also recently joined forces with the EPA's WaterSense program to launch "Wasting Water is Weird," a program that asks consumers to cut out their water-wasting habits.

Get Real: There's a reason the phrase "walk a mile in their shoes" is such a common idiom – it's the best way to truly understand circumstances outside your own experiences. It's also a powerful way for organizations to bring their audiences even closer to the causes that matter. Liz Claiborne is helping parents understand the true nature of a negative teen relationship through its "Love is Not Abuse" campaign, which lets parents sign up for an app that will send them a succession of controlling and harassing calls, texts and emails from a "boyfriend" or "girlfriend." And Nature Valley* is helping everyone to experience our nation's national parks by sending teams of videographers to capture the best of the parks, then sharing the footage online through the "National Parks Project" campaign.

Retail Therapy: This year, leading apparel brands are trying to get consumers to think differently – very differently – about how they buy and care for their clothes, all in the name of sustainability. It's not often you'll find a brand willing to tell its consumers not to buy its products. But that is exactly what Patagonia has done with its compelling "Don't Buy This…" ads. In turn, Patagonia promises to build useful products that last and implores consumers to only buy what they really need. To do its part in the name of sustainability, Levi's is asking consumers to freeze jeans instead of washing to kill odor-causing bacteria and conserve water.

Good.0: Few of us could operate without key websites in our day-to-day lives, and these companies believe the same goes for our nation's nonprofits. So they are putting their tech savvy to work for social good. Google is lending a helping hand to nonprofits with its "Google for Nonprofits" program, which gives approved nonprofits free or discounted Google apps, advertising and much more. Similarly, craigslist is bringing attention to a variety of causes, from veterans' issues to technology for social good through its "craigconnects" program.

Next Gen: Move over moms, cause marketers have set their sights on the next generation. Brands are inviting kids, young and old, to join them in their do-good efforts. Burger King, for one, has taken cause crowdsourcing to the kiddies. As part of its BK Crown program, children can help Burger King choose which cause to support in the areas of wildlife, environment and education. Children can also reduce and reuse with free lunch bags redeemed after the purchase of specially marked products through the "Kids Konserve" campaign, a partnership between Annie's Homegrown, Stonyfield YoKids and Seventh Generation.

See the complete list of 2011 cause marketing and CR trends and examples on our website.

 

*Cone Client

Tags: corporateresponsibility trends cause CR newyear

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December 9, 2011 at 12:28 PM by Research & Insights

Here at Cone Communications we spend the entire year tracking cause and corporate responsibility, and between shark fin soap and $3,500 sneakers for a cause, we’ve seen it all. Over the next two weeks, we’ll reveal our top 10 trends in cause marketing and corporate responsibility of 2011.

Get Green: Don’t be mistaken, we’re not talking environment – we mean money, the other green thing that is imperative for companies to protect. Economic development is the leading issue consumers want companies to address, and several organizations have taken heed. Among the leaders in this area, Starbucks has worked to reinvigorate the economy through its “Create Jobs for USA” campaign, while Chipotle has enlisted the help of Willie Nelson and the Yeah Yeah Yeahs’ Karen O to support America’s small farms.

No Bully: Anti-bullying efforts took center stage in cause marketing this year as organizations stepped up to address this tragic trend and to ask all of us to take a stand. P&G’s Secret Deodorant “Mean Stinks” campaign empowered young women through a partnership with Pacer’s National Bullying Prevention Center and by creating a Facebook community to encourage women to stand up to “stinky” behavior. Time Warner Cable* joined the bullying battle by asking consumers to take a pledge to “Stop Bullying: Speak Up” via a Facebook app.

Limited Edition: A number of well-known brands are designing special products all in the name of a cause (think white cans or shark fin soap), and the fact that they are only around for a short time makes them even more appealing. Nike took things way back when it hosted a 10-day eBay auction of 1,500 pairs of limited edition 2011 Nike shoes inspired by the movie “Back to the Future II,” ultimately raising $4.7 million for the Michael J. Fox Foundation for Parkinson’s Research.

Every Penny Counts: Some brands hope a little penny-pinching will go a long way to help a cause. It may be small change, but multiplied by the millions of products sold and consumers engaged, these companies think donating pennies just makes sense. And to bring the point home, JCPenney’s “Pennies From Heaven” campaign raised $1 million this year, while Walgreens “Way to Well”* raises up to $3 million annually.

Zero Down: It may only take a penny for some causes, but the bar is being set even lower for a few organizations – in a positive way, of course. A number of organizations are zeroing in on impact as they pledge to cut their emissions, end diseases or otherwise achieve large social and environmental goals. Nissan went nil with the futuristic game “Planet Zero,” where players must achieve zero emissions to move on. At the end of each level, players learn an environmental fact to help them on their own personal environmental missions.

Stay tuned for the next five trends in corporate responsibility and cause on What Do You Stand For? next week!

 

*Cone Client

Tags: corporateresponsibility trends cause campaign newyear

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May 13, 2011 at 1:02 PM by Sarah Kerkian

Robots aren’t taking over the world, but they wouldn’t mind taking your spare change.

Two pint-size automatons have hit the streets on three continents to ask passersby for their pocket change. DON-8r (“donator”) relies on coin donations to keep it moving throughout the streets of Scotland. It seems citizens weren’t particularly inspired by the little guy’s “hello, hello, hello” and color-changing head because DON-8r didn’t get very far. During a nine-hour test, he raised a little less than $43. Korean-made “Dona” used her robot charms to greater effect. Donning a red cape, she bows, blinks, waves and wiggles, all the while raising $30 an hour during tests in New York City’s Union Square and Korea’s Seoul Museum of Art. Unlike her Scottish counterpart, Dona stays stationary, and it’s hard to ignore her wide-eyed pleas for support.

 

Are robots the future of philanthropy? Unlikely. These little gizmos are at the mercy of thieves, mechanical malfunctions and street sweepers. And although they are novel approaches that will no doubt capture attention and a few dollars along the way, we know the keys to successful, sustainable fundraising are personal relationships and human stories. Then again, a Salvation Army Red Kettle that did a little dance for your donation would not be half bad.

Tags: fundraising philanthropy trends technology

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March 3, 2011 at 11:57 AM by Ziba Cranmer

I am an athlete, I am a fan, and I am a woman.

As an athlete, I celebrate. I celebrate the skills and lessons I learned on the field (and truth be told, sitting on the bench).

As a fan, I cheer. I cheer because I love the feeling of solidarity and community that comes from a shared commitment to a local or professional sports team.

But as a woman, I cringe. I cringe because I know that some of our most celebrated sporting events, from the Super Bowl to the World Cup, are also the occasion of a terrible crime: the sex trafficking of tens of thousands of women and children.

Experts estimated that as many as 10,000 prostitutes descended on last year’s Super Bowl in Miami, many of whom were trafficked. And it’s not just American football. Tekla Roberts, a trafficking survivor and anti-trafficking activist, spoke of her first-hand experience at NASCAR races and golf tournaments.

A study by the Future Group noted that during the year of the 2004 Olympics in Athens, the number of known human trafficking victims nearly doubled. With more than 2 million people trafficked each year globally, most of whom are women and girls, the problem is obviously larger than sporting events. But because of its high profile, the sports industry has a unique opportunity to address this issue.

So what are the changemakeHERS among us doing to tackle this problem? Experts in this field often point to the 4P approach to combating trafficking: prevention, protection, prosecution and policy.

There are a few interesting examples involving individual Changemakers from the sports and airline sectors. One such example is Trafficking911, which launched its “I’m not buying it” campaign around the 2010 Super Bowl. Several athletes, including Dallas Cowboy Jay Ratliffe, got behind the effort and recorded a compelling video stating “real men don’t buy sex.”

The Airline Ambassadors, the industry’s relief and development organization, partnered with the nonprofit Innocents at Risk to educate airline personnel and issue procedural guidelines for addressing suspects of trafficking on flights. Free Generation International launched its “RED Card against Trafficking” campaign in conjunction with the 2010 World Cup in South Africa, but it struggled to find corporate partnerships willing to associate their brands with this important but difficult issue.

These efforts are commendable, but to really make change in an issue that crosses sports and countries, companies need to get involved. Having worked for the past seven years in corporate responsibility at Nike, I was incredibly fortunate to broker partnerships between my company and nonprofits around the world. We focused on supporting programs that leveraged the power of sport to bring about positive social change, from women’s empowerment to conflict resolution. But it is time for us to also work with this industry to address the dark underbelly of its own events.

I look forward to hearing ideas and solutions from the community of ChangemakeHERS about how to help the sports industry realize its full potential when it comes to empowering and protecting women.


- Ziba Cranmer, Vice President

 

This post was written for and posted by Ashoka's Changemakers Idea ExChange Blog as part of its 2011 HERS Campaign in celebration of International Women's Day.

Tags: causebranding superbowl cone events trends employees global

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February 18, 2011 at 12:21 PM by Research & Insights

California introduced a bill this week that will make it easier for businesses to pursue a social or environmental mission with equal fervor as they pursue profits. The classic argument against corporate social responsibility initiatives is that they interfere with the primary responsibility of business – to drive shareholder returns. This sentiment is often used against investment in social or environmental issues, as current law in many states allows shareholders or investors to sue companies taking environmental or social measures that negatively affect shareholder financial returns (such as a philanthropic donation or investment in energy retrofits). The proposed bill would establish a new model of business called a “flexible purpose corporation,” allowing companies in California to give equal weight to all elements of the triple bottom line.

The California bill is the latest in a number of proposals on the state level to encourage responsible business practices. Nonprofit organization B Lab advocates nationwide for what it dubs Benefit Corporations – “a new class of corporations that are required to create a material positive impact on society and the environment.” Maryland and Vermont have already enacted Benefit Corporation legislation and several other states are following suit by introducing bills for review.

For years, Cone has studied and preached the business case for engaging in cause and corporate responsibility activities. We know these efforts can help drive reputation, employee loyalty and sales for companies. Yet the focus on short-term shareholder returns still exists as the biggest barrier to doing good. With legislation supporting new, dual-benefit business models – such as flexible purpose corporations and Benefit Corporations – business and social good can live together in harmony. We are encouraged by the efforts in California, Maryland and Vermont and look forward to seeing the potential influx of for-profit companies with social and environmental missions baked into their DNA.


Posts under the Knowledge Leadership byline come from Knowledge Leadership team members Sarah Kerkian and Casey Brennan. Follow us on Twitter: @ConeLLC, @SarahKerkian, @CaseyB

Tags: Leadership trends sharedresponsibility corporateresponsibility causebranding

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February 11, 2011 at 12:20 PM by Research & Insights

Pepsi Refresh made a huge splash with its launch in 2010 and, more than a year later, it’s still getting a lot of attention. With all the fanfare, it’s hardly surprising it has caused a bit of a stir in the cause marketing world as companies consider whether a voting campaign could also be their best bet for consumer engagement. Before you dive in, consider some challenges unfocused voting campaigns face:

 
1. Impossible oversight: Despite Pepsi’s best efforts to police it, allegations of cheating and fraud continue to plague the campaign. With so many organizations competing, it’s virtually impossible for Pepsi to vet the organizations and keep tabs on their activities, particularly the smaller ones who are off the radar.

2. Scattered results: Reporting results is another challenge because these programs focus on so many issues, at so many levels, in so many places. They can talk about dollars given, number of organizations funded or estimated number of people impacted, but the question will remain as to the deeper level of impact they may have made on any given issue.

3. Conflicting returns: Recent results indicate Pepsi Refresh may have bolstered the company’s brand among consumers, but because there is no direct product tie-in, it hasn’t had the same positive effect on sales. Pepsi seems sated with the positive consumer engagement and buzz, but other companies may expect different results.

4. Resource drain: The voting trend is forcing all nonprofits to continually tap their networks of donors and supporters for votes. Consumers will tire, and it’s a drain on resources for all organizations, particularly the small.

5. Lost cause: As the saying goes, when you don’t stand for something, you stand for nothing. This is a risk companies face with such a broad approach. Even with millions of dollars in grants, it’s hard to articulate what Pepsi stands for today, which is not a promising indication for long-term brand equity.

The key point is that open voting campaigns, like Pepsi Refresh, come with a unique set of challenges and considerations. This unfocused model is not a sustainable way to engage stakeholders and achieve long-term brand equity or social outcomes when used as a stand-alone strategy. However, some companies are taking a more focused approach by limiting voting to strategic partners or issues, which can be powerful ways to engage consumers while reinforcing what they stand for. We anticipate the voting trend will steer away from an unfettered list of causes and organizations, and companies will better harness their consumers’ desire to have a voice by deepening engagement within a strategic cause.

To view Cone’s full POV about voting campaigns, including best practices, visit our website.

Posts under the Knowledge Leadership byline come from Knowledge Leadership team members Sarah Kerkian and Casey Brennan. Follow us on Twitter: @ConeLLC, @SarahKerkian, @Casey

Tags: causebranding campaigns trends superbowl

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January 21, 2011 at 2:23 PM by Research & Insights

As interconnected as our world is today, it is still difficult to understand the impact of a natural disaster or serious issue from afar. To help bridge this divide, organizations are creating interactive online tools to better connect individuals to global issues, making them more relevant than ever before. Two disaster-related examples caught our eye this week:


IfItWereMyHome.com – a visualization tool that allows users to overlay the map of an area affected by disaster (the BP oil spill or Pakistan flood) atop a map of their own communities. For example, we can compare the devastated area in Pakistan to our office location in Boston, which shows the flood area would extend along the entire east coast. Suddenly, we realize the true extent of this disaster in proportions we can understand. Once users are attuned to the scope of the disaster, the site offers some further information and opportunities to donate.

The Haiti Aid Map – a collaboration of InterAction, BCLC and FedEx – details NGO efforts in Haiti following the 2010 earthquake. The map pinpoints 486 efforts underway by 77 different organizations, allowing visitors to search by topic, community or organization and learn more about what efforts and progress are happening within each. As the challenges in Haiti persist a year after the earthquake, donors may be questioning whether their dollars are being used effectively. Ideally, this site will bring a heightened level of transparency and coordination to the many efforts on the ground and ensure the continued flow of support.   

Interactive “on-the-ground” tools like these are a trend to watch in 2011 as the demand for transparency and accountability in the cause space grows. But they should not be restricted to disaster response. It’s a technique that other large national or global causes should also adopt, as it invites consumer engagement and promotes organizational transparency and accountability – both things sometimes in short supply.


Tags: transparency global trends causebranding crisis newmedia engagement

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January 14, 2011 at 1:14 PM by Research & Insights

As consumers become savvier about social and environmental issues, organizations are continually challenged to deliver sophisticated programs with an eye toward transparency. One way companies can keep up with consumer expectations is by communicating progress toward stated goals or measuring the results of programs in relevant and compelling ways. We took stock of the ways organizations are reporting results and consumer impact and identified six common approaches:

1. Ongoing Tracking – Results are continuously updated in real time
   Pro: Real-time reporting motivates consumers to get involved to help move the ticker
   Con: Demonstrates collective impact, not necessarily impact of individual
   Example: “GE Plant a Bulb” - every time someone views a video on its website, GE will donate a flower bulb. It keeps a running tally of bulbs planted on the campaign page.
   
   
2. Interactive Impact Calculator – Impact is shown through an interactive calculator
   Pro: Invites consumers to crunch the numbers and instantly understand how their personal donation or action will impact the cause
   Con: Does not necessarily capture the ongoing, collective progress of the campaign
   Example: Starbucks “The Big Picture” - Starbucks shows its impact through a customized impact calculator where consumers can enter the number of cups they save per day by using a reusable mug to see how many trees they save over 50 years.
   
   
3. Storytelling – Impact is communicated by sharing personal stories of people who were affected by the issue and helped by the program
   Pro: Makes the outcome real through human connections that satisfy consumers’ emotional needs
   Con: Is abstract and lacks a quantitative component to demonstrate overall progress
   Example: Downy “Touch of Comfort” – Downy demonstrates impact by providing follow-up stories of kids who spend their nights away from home and benefit from the gift of a quilt from Downy.
   
   
4. Customized Mapping – A customized map shows consumer impact – locally or globally
   Pro: Makes the contribution tangible to each individual and is an excellent way to localize a national or global campaign
   Con: Does not necessarily show the collective impact of the campaign
   Example: Odwalla “Plant a Tree” – for every visit to related parks, Odwalla will pay for a tree to be planted. Consumers can choose a state and locate their tree online.
   
   
5. Mosaic – Consumer effort (making a donation, signing a pledge) helps complete a visual mosaic representing the campaign
   Pro: Makes consumers’ contribution fun and essential to “complete” the whole picture
   Con: Although they are a necessary part of the whole, consumers may feel lost in the large picture
   Example: The Body Shop “Stop Sex Trafficking” – by signing the petition, consumers will help The Body Shop raise awareness about the terrible crime of sex trafficking. With the visual roster, consumers can see the names of those who have signed the petition.
   
   
6. Social Math – Potential consumer impact is demonstrated through a simple, clear (often one-to-one) equation
   Pro: Makes overwhelming issues (e.g., preventable diseases) more approachable; showcases how consumer action has a true, measureable result
   Con: Consumers still want to know the overall outcome which requires additional reporting (e.g., 1 pack = 1 vaccine, but ultimately how many lives are saved?)
   Example: Pampers “1 Pack = 1 Vaccine” – for every product bought, Pampers will provide UNICEF with funding for a life-saving vaccine to protect a mother and baby against tetanus.

There are a variety of fun and compelling ways to share results with consumers and help them understand their contribution – but don’t forget that these are reporting outputs (e.g., one million online signatures), not outcomes (e.g., reduction in sex crimes). Reporting results is step one in the process, but consumers still want to hear the full story of how you’ve made an impact on the social or environmental issue at hand.


Tags: trends newmedia causebranding campaigns communications

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December 17, 2010 at 1:41 PM by Research & Insights

It was a banner year for cause marketing as companies, nonprofits, academics, media, celebrities, government and consumers all turned up the dial on cause. New players included Pepsi and Panera, who have redefined the cause model. It was considered dead and then resurrected. As 2010 comes to a close, we’re taking a look back to see what else the headlines revealed about cause marketing in 2010. Cause was a little:



Outrageous:  NGOs, governments and companies alike all sparked a little bit of outrage this year with campaigns that some considered extreme, disgusting or even downright offensive. Global warming violence, “I Love Boobies” bracelets, globs of fat and STD check-ins all upped the shock-factor for cause marketing in 2010.

Fresh:  Novel or cheeky, both definitions work for the batch of programs and platforms that infused a bit of wit into their appeals to consumers. Although outrageous campaigns can push the envelope from sizzle to scandal, few programs go wrong with a little unexpected sass, such as actor Edward Norton’s crowdwise.com philanthropy community. After all, “If you don’t give back, no one will like you.”  

Healthy:  Even some of the outrageous campaigns we just mentioned were centered on public health efforts, and cause marketing’s focus on improving Americans’ health did not end there. Why? Healthy habits do more than just trim waistlines – they can also reduce crime and improve schools and communities. With all the good these efforts promote, it’s no wonder everyone from President Obama to America’s beverage companies directed efforts here in 2010.

Controversial:  Crisis and cause marketing was a topic we heard and discussed frequently this year. Some efforts ignited the storm – buckets and breast cancer – while others simply found themselves in the middle of it (Dawn Saves Wildlife). In both scenarios, 2010 proved crisis planning must address your cause marketing-, branding-, philanthropy- and responsibility-related efforts, in addition to other areas of vulnerability.

Cut-throat:  Marketing has always been a ruthless game, but cause marketing has generally been exempt from the copy-catting that is de rigueur in the rest of the field. That is until this year when Skechers’ BOBS Shoes seemed to take one too many plays from the TOMS shoes playbook and Komen had its hackles up over tagline look-alikes. Cause is a strategy that works, so companies must continually innovate to keep their programs ahead of the pack.

Logical:  Oh social math, how we love thee. It takes a complex issue and distills it down into an equation that makes sense to each and every consumer. You buy one, we give one. Social math didn’t originate in 2010, but it certainly picked up steam as organizations such as Goodwill and Tropicana employed this communication tool to inspire consumer participation.

Patriotic:  As wars wage on overseas and American sentiment ebbs and flows, one thing is constant: We support our troops. From short-term holiday promotions (e.g., Outback Steakhouse) to long-term commitments (e.g., Walmart), companies showcased their pride in and support of America’s troops and veterans right alongside their consumers.

Mobile:  The overwhelming response to the earthquake in Haiti really catapulted mobile giving to a new level in 2010, but we saw other incredible executions of this tool, as well.  The “I am Here” campaign from a Dallas nonprofit and Pathways to Housing in New York were just two local efforts that employed mobile technology to drive consumers to their cause. Mobile puts fundraising literally in the hands of the consumer, so no doubt we will see much momentum here in 2011.   

Social:  “Friend us,” “follow us” or “click to vote.” If there are any actions that defined cause marketing in the past year, these are certainly them. From Twitter events to geo-location check-ins to online group-buying – there are a variety of cutting-edge marketing tactics being adapted for good causes, proving that any marketer can have a heart.

Bold:  It only makes sense that we end the list where we began. This time last year we featured Pepsi’s stunning announcement it would forgo Super Bowl advertising in favor of a little philanthropic effort called Pepsi Refresh. The year has been defined by big, bold commitments – one cent of every Happy Meal donated to the Ronald McDonald House Charities, national superpowers seek to Change the Equation of America’s STEM education and literacy. Across all sectors we’ve seen a coming together to solve issues we all collectively face.

Cause has reached new heights in 2010, where the flurry of activity, new players, powerful partnerships, creative executions,  deep impact, extensive coverage – even the controversy and criticism – all indicate a field that’s bursting with life and ripe for innovation. All of these factors prove cause has gone mainstream and marketers are realizing that it’s a powerful strategy to break through the clutter and reach today’s consumer in a relevant way. Simply put, we’re excited to see what 2011 brings. Are you?


Tags: causebranding campaigns trends

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November 12, 2010 at 1:27 PM by Research & Insights

Veterans Day weekend is a great time for retail promotions, as shoppers get a head start on holiday gift hunting. But it’s also an opportunity for companies to pay homage to our veterans and active military and to build goodwill among consumers. After all, 85 percent of Americans believe it’s important for companies to support military nonprofits, according to a survey by Cone. A few initiatives we’ve seen this year for Veterans Day include:



Dunkin Donuts is donating a pound of coffee to the USO for every two pounds purchased in-store or online (up to 100,000 pounds).

Outback Steakhouse offered a free Bloomin’ Onion and beverage to any military personnel who ate at the national restaurant chain on November 11 as part of its ongoing “Thanks for Giving” program.

JCPenney and JOE Joseph Abboud partnered with IAVA this October to give away $1 million worth of apparel to 5,000 returning Iraq and Afghanistan troops. The initiative aimed to help veterans transition back to the civilian workforce by providing professional attire.

Southwest Airlines dubbed November “Military Heroes Month” and kicked off a number of veteran-appreciation initiatives including: providing customers with postcards to write a letter of appreciation to military serving abroad, a commemorative exhibit at the San Antonio airport and a special welcome home to Operation Freedom Bird veterans at the Phoenix Sky Harbor Airport.

Microsoft dedicated its citizenship website, Facebook page and blog to inspiring U.S. military veteran stories. The web makeover is part of its ongoing commitment to help prepare veterans and their spouses with the skills and resources needed to be successful in today’s workplace.

Walmart announced a five-year, $10 million commitment to help improve the employment outlook of veterans.

These approaches are all distinct – some are traditional cause programs benefiting military nonprofits, while others are just designed to honor our veterans and active military through in-kind donations – but each leverages the company’s unique assets to serve veterans’ needs and connect in ways that resonate with their consumers and employees.

Stay tuned for more on consumer holiday cause shopping trends and data in the coming weeks.


Tags: causebranding research cone trends holiday

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November 9, 2010 at 12:44 PM by Craig Bida

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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November 5, 2010 at 11:31 AM by Research & Insights

Storefronts can be for more than just peddling wares - they can also serve as a vehicle for promoting the greater good. Although selling products associated with a cause has become mainstream, there are a small number of retailers going beyond the shelf and creating new models for pairing business and philanthropy.


Seattle-based department store Nordstrom caused a flurry of chatter when it signed a lease for a prime NYC location. But the venerable chain isn’t moving into a new flagship location. Instead, Nordstrom will be opening a nonprofit subsidiary that will be branded separately from the well-known retailer. Though the details are still in the works, a Nordstrom spokesperson confirmed “all [store] profits will go to nonprofit organizations.” Perhaps Nordstrom is in search of philanthropic success like that of Geoffrey Beene, the legendary men’s retailer, which donates 100 percent of net profits to nonprofit organizations, raising $145 million for various charities to-date.

In May 2010, Panera opened a pilot nonprofit restaurant driven by the motto, “Take what you need. Pay your fair share.” That’s right – at Panera Cares Cafés, you name your own price. Using the company’s existing distribution system, the goal is to feed community members who can’t afford food for low/no charge with overhead costs, such as rent, staff salaries and food costs, covered by generous patrons who pay full price or above for their meals. Given the success of the first Panera Cares Café in St. Louis, the restaurant is poised to open a number of nonprofit locations around the country.

While each of these retailers is taking a different approach, all are leading the way in creating an entirely new model of philanthropy and cause marketing. These models may seem to contradict the spirit of capitalism, but in actuality are quite progressive, as the role of business in society evolves to one of true citizenship. Only time will tell if these new approaches will serve as viable strategies and help transform retail giving in the future. For now, we commend the innovation of these retailers to align storefronts and giving back.


Tags: causebranding charitablegiving philanthropy retail trends donation corporategiving

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October 15, 2010 at 12:47 PM by Research & Insights

Social marketing, which aims to capture attention and initiate behavior change, is most effective when it evokes emotion and feelings. But what if it’s the feeling of your stomach turning? While effective social marketing is often “edgy” (e.g., showing body bags to curb youth smoking), two recent campaigns demonstrate how shock-factor can range from the effective to the offensive.

A PSA for the 10:10 global campaign, a program focused on encouraging participants to cut carbon emissions by 10 percent each year, caused outrage with the extreme measures it took to show what happens when people opt not to take action to fight climate change. Particularly offensive was a segment in the “No Pressure” video in which a teacher blows up students who refuse to take part in cutting emissions. The gory video prompted Sony U.K. to distance itself from the organization by dropping all support for the climate change campaign. In response, the video director issued a public apology for the offensive imagery.


Less graphic, yet similarly stomach-churning is the New York City Health Department’s latest campaign against sugar-sweetened drinks. The print and video ads depicting sugary drinks as glasses filled with globs of greasy fat are enough to catch eyeballs and make stomachs spin. Knowing that nearly six out of 10 adults and four out of 10 kids in New York are overweight or obese, the Department aims to discourage residents from a daily soda habit, which can add 10 pounds of fat in a year. Though some have applauded the NYC Health Department for its efforts to curb obesity, several are left with a bad taste in their mouths.


The NYC Health Department strikes a balance between attention-grabbing and gut-grabbing, but the 10:10 campaign tipped the shock-factor scale over the edge. The climate change PSA’s lack of sensitivity ultimately cost the 10:10 campaign a major corporate sponsor and a huge amount of credibility among peers. It will stand as a warning for other organizations looking to get a message out in an eye-catching way – it may get you attention, but is it the right kind? There is a fine line between communicating an issue and taking a message too far.


Tags: environment marketing campaigns trends health

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October 1, 2010 at 2:12 PM by Research & Insights

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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September 24, 2010 at 1:07 PM by Research & Insights

Today we salute moms. But first, let’s just call them what they really are – Supermoms. According to the 2010 Cone Cause Evolution Study, moms are by far the nation’s most active cause consumers. A near-unanimous 95 percent (vs. 85% average) find cause marketing acceptable and 61 percent (vs. 41% average) have purchased a cause-related product in the past 12 months. With moms making 80 percent of household purchasing decisions, this is good news for companies engaged in cause marketing.



But what is it that makes Supermoms stand-out cause consumers? We see today’s moms as multitaskers – they work, shop, act as chief health officer, often balance checkbooks and tuck the kids in at night. With busy lifestyles, moms today are looking for a double impact when they shop. Cause marketing is no doubt an effective strategy for companies to help the socially conscious mom attain her emotional and practical needs.

One program hitting the mark with this demographic is Quaker Oat’s Chewy Granola Bars’ “Afterschool Rocks” campaign. The brand has enlisted a host of kid-friendly musicians to lend their songs to the brand’s online music library, all with goal of raising awareness and support for afterschool programs. In addition, parents can get codes for free downloads by purchasing specially marked boxes of the product. Though just one application of cause marketing to moms, the Quaker Oat’s campaign fulfills both practical (purchasing snacks) and emotional (support for afterschool programs) demands of this conscious consumer base.

Moms are clearly passionate about cause consumption – both for themselves and their families. How will your next cause campaign connect with moms, while also satisfying their desire to give back?


The full 2010 Cone Cause Evolution Study is free to download on the Cone website.


Tags: causebranding nonprofitcausebranding research cone trends

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September 17, 2010 at 1:47 PM by Research & Insights

Economic turmoil. Environmental disasters. Corporate corruption. When it comes to the role of business in society, the last two years have been turbulent at best. Despite the hardships Americans have faced, their purchasing behavior and appetite for cause-related products and services has soared, according to the just-released 2010 Cone Cause Evolution Study. This 17-year benchmark study explores Americans’ attitudes and expectations of companies to support social and environmental issues.
Americans’ enthusiasm for cause marketing emerged from the turmoil fully intact and continues to strongly influence their purchase decisions:

• 88% say it is acceptable for companies to involve a cause or issue in their marketing;
• 83% want more of the products, services and retailers they use to benefit causes;
• 85% have a more positive image of a product or company when it supports a cause they care about; and,  
• 80% are likely to switch brands, similar in price and quality, to one that supports a cause.

Not only are consumers willing to switch among similar brands, they are also willing to step outside their comfort zones. When it supports a cause:

• 61% of Americans say they would be willing to try a new brand or one unfamiliar to them;
• 46% would try a generic or private-label brand; and,
• Nearly one-in-five consumers (19%) would be willing to purchase a more expensive brand.

The data signal a ripe opportunity for companies to engage consumers on a new level – one that fulfills both their needs for goods and to do good. Consumers are insisting companies support social issues and it clearly serves as a powerful differentiator in an increasingly competitive environment.

The full study is free to download on the Cone website, which includes a look at the role of employees as cause ambassadors and two of the most socially driven consumer segments in history – moms and Millennials.

Cone EVP Alison DaSilva discuss the research in a video announcement of the 2010 Cone Cause Evolution Study.


Tags: economy trends research cone causebranding nonprofitcausebranding

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September 15, 2010 at 10:55 AM by Research & Insights

Cone EVP, Alison DaSilva, discusses the findings of the 2010 Cone Cause Evolution Study.

 

Tags: economy causebranding research cone trends

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August 27, 2010 at 11:34 AM by Mike Lawrence

The Wall Street Journal prominently featured an opinion piece this week challenging Corporate Social Responsibility. The article, authored by University of Michigan business school professor Aneel Karnani, argues that it is “fundamentally flawed” to believe companies have a responsibility to act in the public interest. Professor Karnani takes the position that “in most cases, doing what’s best for society means sacrificing profits.” Since he believes all business decisions should be based on maximizing profits, he warns that CSR is “dangerous,” and “an illusion.”



Karnani’s argument is based on two faulty premises. First, the reality is that Corporate Social Responsibility – properly planned and practiced – can and does drive profitability. Second, the reality is that with corporate sins and secrets spilling onto computer screens, empowering citizen activists, it is in a company’s self-interest to consider the public interest.

At Cone, we call this “Better Business, Greater Good.” And we talk about “Corporate Responsibility” – dropping the word “social” – because key aspects of the strategy also impact economic and environmental business practices.

 

read more...

Tags: corporateresponsibility roi research trends walmart sharedresponsibility

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August 13, 2010 at 1:20 PM by Research & Insights

When it comes to corporate responsibility, sharing with others is at times more valuable than keeping things to yourself – even if it means playing nice with your competitors. In the last couple of weeks, we’ve observed an impressive number of organizations coming together to address long-standing barriers to sustainability. The efforts have been diverse across sectors, yet all require a new level of collaboration with others in their fields.



Solving for Companies: The Accounting for Sustainability Project (A4S) and the Global Reporting Initiative (GRI), two reporting organizations, collaborated to form the International Integrated Reporting Committee (IIRC). The mission of the new group is to create a global framework for integrated reporting that brings together financial, environmental, social and governance information in a clear, concise, consistent, comparable and integrated format. The IIRC hopes to make this integrated reporting mandatory for large companies.

Solving for Suppliers: Companies within the Outdoor Industry Alliance developed the Eco Index, an environmental assessment tool that provides an environmental footprint benchmark to organizations throughout the supply chain. The tool will help suppliers identify areas for improvement and make informed sourcing and product life cycle decisions.

Solving for Manufacturers: Greenbiz.com and UL Environment are collaborating to create sustainability standards for manufacturing organizations, called ULE 880. The standards will guide manufactures in several areas of sustainability, including governance, environment and community engagement. The draft is currently open for public comment, allowing people to submit thoughts and ideas about the design of the standard – a true demonstration of co-creation.

Solving for Small Businesses: Green America, a nonprofit member organization, announced its Green America Exchange (GAEx), a barter network for small businesses that “promotes trade between America's sustainable and socially responsible enterprises.” The GAEx will help provide its members with a flexible way to purchase goods and services without spending cash, giving a needed boost to small businesses at the heart of America's green economy.

Until now, many sustainability efforts have been individual, disparate and inward-facing. The work of these groups to come together to co-create solutions to problems they all face will push the sustainability needle forward and help eliminate many of the inefficiencies organizations face when they take the journey alone. The road ahead may be difficult to predict, but we foresee playing nice as paying off.


Tags: trends sustainability corporateresponsibility sharedresponsibility

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June 18, 2010 at 2:00 PM by Research & Insights

Sports have an uncanny ability to unite communities, capture attention and inspire goodwill, so major sporting events are a natural fit for cause-related messages. Which is why we are disappointed that so far during the FIFA World Cup – the sporting event boasting the world’s largest audience – the only buzz we’re hearing is coming from vuvuzelas.

With some digging, we found Coca-Cola’s “Youth Talent Development Initiative” in South Africa and FIFA’s “20 Centres for 2010” – an effort launched in 2007 which aims to promote public health, education and football in disadvantaged communities across Africa. But we were hard-pressed to find word of these efforts in major U.S. media. And what about on-the-ground or online cause messages? Those were few and far between as well – most created by NGOs.

No one has followed the topic closer than blogger John Kim on his site, World Cup CSR. For over a year he’s been tracking any and all corporate commitments to the greater good affiliated with the event. His conclusion? Nil. Kim tweets, “Fifa's Centre's 4 Hope R the closest things 2 sponsor related CSR initiatives I've seen while here: disappointed.”

Is this a sign of a trend? The global meeting in South Africa is not the first major sporting event with lackluster cause tie-ins. The 2010 Super Bowl, which despite the hoopla over Pepsi’s departure, lacked social messaging almost entirely during the actual game. This was a decline from the array of cause campaigns we observed in 2009. Prior to that, the 2008 Summer Olympics seemed to lack cause messages aimed at American viewers, as well.

Despite the immense resources put into these events, brands with an established cause or CR presence have not been using the world stage to communicate their commitments and to activate consumers. The World Cup will stand as yet another missed opportunity and overall a disappointment for cause marketers.

What do you think? Did you see something we didn’t? Post the World Cup cause messages you’ve seen by commenting below.
 

Tags: causebranding events trends sports global superbowl causemarketing

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May 11, 2010 at 10:31 AM by Cone Communications

In follow-up to Chris Mann's recent post on tips to maximize cause sponsorships, I wanted to share a few distinct sponsorship trends that are helping some sophisticated corporate and nonprofit players get noticed in today’s competitive marketplace. These were gleaned from a combination of industry chatter, Cone client work and takeaways from the 2010 IEG Sponsorship Conference.

 

 

1. Sponsorship Squared: Creative sponsors are leveraging current and new sponsored properties together to bolster returns on both, while carving out a niche to stand out from the clutter.
   
   Example: Ask.com, as a new sponsor of Susan G. Komen for the Cure, leveraged its existing Nascar relationship, allowing fans to have a loved one’s name incorporated into driver Bobby Labonte’s pink tribute car design by visiting their site and honoring those impacted by the disease.
   
   
2. Partnered Promotions: More and more, sponsors are seeking introductions and co-promotions with other non-competitive, complimentary sponsors of the same properties. This can be a win-win-win. The cause property gets more highly engaged sponsors, one sponsor may get a benefit like access to a new customer base and the other may benefit from new, emotional content to further connect with customers.  There are a number of ways to slice the varied interests of parties involved, depending on their goals and core assets.
   
   Example: Children’s Miracle Network struck a deal with Microsoft’s XBox to sell bundled games. The games were sold at Walmart, an existing Children’s Miracle Network corporate supporter. The partnership tied all three organizations together, which proved highly beneficial to all parties.
   
   Example: For a promotional period, pairs of New Balance pink sneakers benefitting Susan G. Komen for the Cure also included customer applications for the new Bank of America pink credit cards that benefit the same cause.
   
   
3. Niche is Necessary: While sponsors understand they may be sharing the limelight with other sponsors unless they shell out big dollars for total exclusivity rights, they are expecting a custom niche to help them stand out from the “logo soup.” Satisfy their craving for customization by developing unique, creative solutions and offering “ownership” in a multi-sponsored campaign.
   
   Example: (PRODUCT) RED allows companies to customize their participation with brand-appropriate terms. The Bugaboo baby stroller is adorned with the word Ado(red),  Flower Power markets its promotion using Flowe(red), Converse goes in a slightly different direction using Make Mine (Red). Sponsors get a sense of ownership, yet the (PRODUCT) RED brand tie-in is still obvious.
   
   
4. “Non-Cause” Causes: Many companies “invented” their own causes. Sponsors are not always looking to define their philanthropic focus through nonprofit beneficiaries – they are coming up with unique causes and giving the money away to multiple charities, to individual contest winners or to non-traditional partners.
   
   Example: Green Mountain Coffee created the Revelation to Action Changemakers competition to provide grants for innovative solutions to solving community challenges. Its partner is Ashoka's Changemakers, not a traditional charity partner, and the money goes to individuals to help make change in their communities and not to nonprofits directly.
   
   
5. Starter/Teaser (not Discounted) Packages: Especially in this economy, it is important for properties to offer a range of options. It may be more difficult for sponsors to take a “leap of faith” and pony up for the top tier sponsorship. They may be more likely to spend less money to get a sense of how their objectives may be met on a lower tier package before taking the plunge. It is important not to succumb to discounting, as this makes it difficult to return to your fair market value. Instead, think creatively about how to offer smaller, start-up packages.
   
   Example: The American Heart Association’s Go Red For Women (Cone client) does this by offering multiple tiered sponsorship packages, including short-term cause marketing opportunities to simply use the logo and raise funds for the cause. Companies can start here and see if they want to opt-up to larger opportunities with more tangible benefits.
   

I hope these trends help sponsors and sponsees think creatively about cause strategies. I know I will be using them in my counsel to clients on both sides of the sponsorship!

- Anne Erhard, Vice President

Tags: causebranding nonprofitcausebranding conferences trends sponsorship

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February 26, 2010 at 1:23 PM by Research & Insights

To infuse passion into a cause, organizations can look to this classic adage for inspiration - “Give a man a fish, and you feed him for a day. Teach a man to fish, and you feed him for a lifetime.” In the cause-related marketing space, we’re seeing this concept play out as some organizations offer not just philanthropic dollars and product tie-ins, but the actual tools and infrastructure needed to empower consumers to rally their own supporters for the cause.  


Case in point is the recently launched Bisquick Pancake Nation (Cone client), which provides consumers with the tools they need to host a successful pancake breakfast in support of a cause. Bisquick bypassed the more traditional cause route (i.e., donating a portion of sales) and instead is offering a collection of resources to help the organizers of the nation’s many community pancake breakfasts plan, promote and execute successful events.  The Web site offers everything from pancake recipes to signage templates and downloadable placemats. In addition, there are grants available for organizations to promote their events.

Other recent examples of “teach a cause to fish” include Macy’s holiday 2009 “Come+Together” campaign and Yahoo’s 2009 year-end “You In?” campaign. Macy’s approach encouraged consumers to host a dinner party and ask guests to donate money to Feeding America (Cone client) in lieu of the traditional hostess gift. In addition to matching any donations, Macy’s provided celebrity recipe ideas/meal plans, invitations and music ideas to create the perfect dinner party. Yahoo harnessed the power of consumers by asking users to commit to random acts of kindness and use the Yahoo network to post their good deeds and encourage others to do the same.
 
Empowering consumers to lead cause efforts encourages a deeper level of engagement with both the brand and the issue and a bigger impact in the communities where it’s most needed.  When consumers have an active role in the program, they’ll be evangelists for your message and more likely to engage in future efforts, too.

Have you seen other examples of this approach?  Please share!


Tags: causebranding campaigns trends newmedia corporategiving

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October 23, 2009 at 11:57 AM by Research & Insights

Cone’s latest research, the 2009 Cone Consumer New Media Study, shows consumers are actively engaging with companies and nonprofits through new media channels … but are they putting their money where their mouse is? The answer is divided.

 

 

When it comes to corporate responsibility practices, 62 percent of new media users polled believe they can influence business decisions by voicing opinions via new media channels. And although they report contributing their point-of-view on an issue (24%) or contacting a company directly to share feedback and grievances (23%), new media users are equally or more likely to bypass dialogue and act with their wallets:

• 30 percent indicate they have made a purchase based on POSITIVE information learned about a product, company or brand; and,
• 23 percent indicate they have switched brands or boycotted a company based on NEGATIVE information learned about a product, company or brand.

Yet, in the area of cause, consumer engagement and awareness is not fully translating into dollars. Although nearly eight-in-10 (79%) new media users believe companies and nonprofits should use these channels to raise money and awareness for causes, fewer than one-in-five (18%) have made a donation.

 

And some argue that’s quite OK.

 

As About.com’s nonprofit expert Joanne Fritz points out, using new media is “about making friends, not getting donations. If nonprofits focus on engagement first, the donations will come.” A sentiment nonprofit blogger Nancy Schwartz shares, saying she sees new media as “more about friendraising than fundraising.”

 

Do you agree – is it sufficient that new media is driving powerful awareness today, even if donations aren’t always quick to follow? Share your point-of-view by casting your vote in our latest blog poll.

 

For more information about the study, read the press release and download the fact sheets.

 

Tags: corporateresponsibility newmedia causebranding research cone trends

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October 20, 2009 at 11:40 AM by Research & Insights

Do consumers want to engage with companies and brands through new media?
Do they think they can influence corporate responsibility practices online?
Are they supporting social and environmental causes via new media?

According to the 2009 Cone Consumer New Media Study, the answer is a resounding yes … with a few caveats along the way. The new research released today explores American new media users’ interactions with brands, their engagement with corporate responsibility practices and their support of social and environmental issues.

 

This survey builds on Cone’s 2008 Business in Social Media Study, but this year, we expanded the research to explore the diverse ways in which consumers are engaging with companies and nonprofits through new media.

 

Key findings include:

• Brand Marketing: Almost 80 percent (78%) of new media users interact with companies or brands via new media sites and tools, an increase of 32 percent from 2008 (59%).
• Corporate Responsibility: Sixty-two percent of users polled believe they can influence business decisions by voicing opinions via new media channels.
• Cause Branding: Nearly eight-in-10 (79%) Americans who are active on new media believe companies and nonprofits should use these channels to raise money and awareness for causes. Yet, fewer than one-in-five users (18%) have made a donation through new media.

Read the complete release here, and visit www.coneinc.com/consumernewmediastudy to download all three fact sheets.

Tags: corporateresponsibility brandmarketing causebranding research trends newmedia

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October 9, 2009 at 11:16 AM by Research & Insights

It’s the little things that count - when you add up the small efforts of many, they can create real change. As consumers, we adopt simple behaviors that can make a collective difference; turn off the faucet, pick up a piece of trash, buy a product that donates to a cause, recycle a soda can. When times are tough and cash donations are in short supply, how can companies adopt this concept to make a difference in society?

 

 

While cash remains critical to any nonprofit’s ability to fulfill its mission, this recession has led to innovative examples of companies leveraging assets, beyond cash, to solve social problems. Patrick Rooney, executive director of the Center on Philanthropy at Indiana University notes that many companies wanting to conserve cash have shifted from financial donations to in-kind contributions – taking a little and making it into something bigger.

 

Some companies offer employees a few hours time to volunteer for nonprofits, which combined can amount to hundreds of hours in professional services otherwise unaffordable. Others are donating new or unused materials that meet the needs of nonprofits, which when taken collectively can have big results.

 

In an interesting new approach to in-kind, a group of airline financiers has established a program called ISTAT AirLink that allows easy donation of unreserved airline seats and cargo space to causes who need to get volunteers and supplies abroad. The program brings together several airline carriers with excess space, offering valuable resources to nonprofit organizations.

 

A key part of this program’s success is the centralized organization, which allows aid agencies to list people, medicine and supplies they need shipped on a Web site, and permits airlines to post spare seats or cargo space. The result; nonprofits get people and resources on the ground, and companies are able to put to harness space which would otherwise be vacant. There is small added investment for the airline – extra cargo handling or passenger service – but the benefit to the nonprofit is huge. As airline financier and founding member Bob Brown notes, "If we can save an NGO a dollar in cost, that should flow right through to the people they're serving."

 

What excess capacity does your organization hold, and how can it be put to use for the greater good?

 

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Tags: Volunteer economy donation corporategiving nonprofit sharedresponsibility charity trends

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October 2, 2009 at 1:14 PM by Research & Insights

The Sunday paper is filled with pink circulars; breast cancer is trending on Twitter; the shelves are stocked with pink ribbon products; ah, it must be October. Every year, National Breast Cancer Awareness Month brings exciting momentum to the issue, and this year, some campaigns are taking on an edgy tone as they strive to reach younger women and men with information about this serious disease.

• Yoplait’s* newest initiative is titled “Know Your Girls,” aimed at encouraging young women to understand what is “normal” for their own breasts, or their “girls,” and recognizing important changes. The campaign features video and print materials focused on Gen Y females.
  


• Rethink Breast Cancer has released two controversial PSAs that take an unconventional approach to breast cancer. A bold new take on awareness, the campaign hopes to engage a younger generation of women and men.

Other breast cancer campaigns in the marketplace include:

• Following the recent introduction of limited-edition mike’s hard pink lemonade,* the malt beverage company is launching “Share Some Pink,” a promotion on Facebook. Mike’s will donate 10¢ for every virtual mike’s hard pink lemonade gift passed, in addition to a $250,000 donation already made to The Breast Cancer Research Foundation in memory of Jacqueline S., a part of the Mike’s family since its founding who lost her battle with the disease earlier this year.
  
  
• Taking a “girl-power” approach to awareness, women’s health care company Hologic, launched the “Promise to Me” campaign. On the program’s microsite, women pledge to take care of their own health and encourage women in their lives to do the same.
  
  
• Delta Air Lines lit up the JFK air traffic control tower in pink lights as part of its ongoing support for the Breast Cancer Research Foundation. In addition, lucky passengers were treated to a surprise in-flight concert by Melissa Etheridge, a breast cancer survivor.
  
  
• Today is the 14^th anniversary of the annual Lee National Denim Day, which is revitalized this year with celebrity ambassador and survivor Christina Applegate and interactive online communication components.

This October, stop for a moment and observe the sheer force of this cause. It boasts an incredible roster of supporters including corporate America, nonprofits, media, celebrities and retailers. Whether the approach pulls at your heart strings or tickles you pink, thanks to the ongoing efforts of these players, breast cancer has become an issue that resonates with all audiences and is truly a movement to admire.

* Cone Client

Tags: causebranding cancer campaigns trends donation yoplait

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September 18, 2009 at 11:49 AM by Research & Insights

Shared Responsibility is a new What Do You Stand For? series from Cone’s Corporate Responsibility team that focuses on addressing the sustainability challenges of our time.

 

Cause-related promotions and light-hearted campaigns have dominated much of the cause landscape this year as many companies took a “back-to-basics” approach to cause to drive short-term sales and loyalty. However, amid all the creative cause campaigns are the stirrings of a new crop of companies who, understanding their shared role in addressing crucial world issues, are stepping up to the plate to understand, to engage, to collaborate and to solve. These are the game-changers.

 

Two examples in the news this week:

P&G – No question, P&G is a cause leader with many of its brands executing some of the most creative and powerful campaigns in the marketplace today (e.g., Pampers’ One Pack = One Vaccine). But these campaigns all have their roots in a deeper corporate philosophy - P&G’s “purpose-inspired growth” strategy, which emphasizes the company’s culture and values as drivers for innovation and sales. New CEO Bob McDonald states, “We will provide branded products of superior quality and value that improve the lives of the world’s consumers, now and for generations to come. As a result, consumers will reward us with leadership sales, profit and value creations, allowing our people, our shareholders, and the communities in which we live and work to prosper.”

Merck & Co. – The pharmaceutical giant announced a partnership with British nonprofit the Wellcome Trust, to create affordable vaccines against diseases common in underdeveloped countries. Both partners will make equal cash contributions for the project, but what is most powerful is the “shared responsibility” approach this project requires. It will engage governments, charities, universities and other for-profit pharmaceutical companies for additional funding and solutions. Merck spokeswoman Amy Rose says, "The goal here is to involve a number of parties that would be interested in the success of vaccines in the developing world.”

“Shared responsibility” is about identifying the right opportunities to engage stakeholders and to collaborate to solve the world’s most pressing issues. It’s about being part of the solution, without going it alone. In these examples, company goals are not lost, but rather enhanced through collaboration, stakeholder engagement and a focus on innovation. These companies are not only supporting important social or environmental issues. They are also changing the way they – and others – do business.

 

Tags: corporateresponsibility causebranding trends sharedresponsibility

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August 21, 2009 at 10:48 AM by Research & Insights

Products on shelves today have more eco-label flair than a casual-dining restaurant’s employee of the month. This week alone, announcements for a Good Company Seal and a new “Clean Water Wash” label for Gap Inc. jeans were announced, adding to the explosion of new certifications. As organizations create countless standards using different measures and methodologies, how can consumers know which products are “best” or which companies are truly “good?” And with so many certification options, how do companies themselves know which to pursue?

 

For companies or products that focus on environmental responsibility and value the credibility certifications can provide, any new standard or label is something they will examine. But which are the best? Which are most relevant to your consumer? And how many is too many? At some point, your target customers become overwhelmed and unaffected, so it is important to qualify all the options before jumping in. It won’t make sense to chase after every “latest and greatest” environmental label or certification, as most require a rigorous verification process that companies must commit to, which can mean a large investment of time and money.

When deciding which certification to pursue for your organization or product, do your research. Consider the criteria Consumer Reports uses to evaluate eco-labels which include:

• Meaningful and verifiable: Check for an independent 3rd party inspection organization.
  
• Consistent and clear: Standards should be written in a way that can be verified in a consistent manner so that the label is consistent in meaning among different products.
  
• Transparent: The organization behind an eco-label should make information about organizational structure, funding, board of directors, and certification standards available to the public.

Don’t treat your eco-labels as flair on your sash. Think strategically to determine which label is the best fit for your organization.

Tags: corporateresponsibility transparency trends labels

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August 7, 2009 at 10:24 AM by Research & Insights

Dawn, a P&G brand, has launched special-edition packaging and a social media and advertising campaign to revitalize its commitment to a cause it has supported for over 30 years – wildlife conservation. It’s all part of a trend we’ve seen in recent months as companies infuse fresh life into their existing causes, a rebirth if you will. That’s why we have coined this trend the “cause renaissance.”

This is just one of 10 hot cause-related trends we have identified in the marketplace over the past several months. Our list includes:

 

1. Cause Lite: organizations approach heavy issues with a light heart
2. Seasonal: when life gives them lemons…companies make lemonade campaigns
3. Home Grown: there’s no place like home…to focus a cause campaign
4. Feeding America: companies are feeding America by partnering with this eponymous organization
5. A La Carte Cause: brands put consumers in the driver’s seat and let them choose from a range of options
6. BOGO: the cause value equation is simple = you buy one + we give one
7. Ready, Set, Activate!: for these companies, consumer engagement doesn’t stop in the store
8. Service with a Smile: companies encourage volunteerism by tying it to some of America’s favorite indulgences
9. Cause Renaissance: if it ain’t broke…companies infuse new life into existing causes
10. Make Your Mark: the messages may be temporary, but the impressions are lasting

These trends reveal some interesting insights into the state of cause as we endure a reset global economy. Many of these examples are cause promotions, so it is clear that organizations are taking a back-to-basics approach to cause, seeking to connect with consumers and ultimately drive sales. Companies are also handing over much control to the consumer, giving him or her the ultimate voice in supporting the cause that matters most.

Intrigued? For details and examples for each cause trend, download the list from our Web site.  Then cast a vote in the poll to the right for which trend you think will stick.

Tags: campaigns cone trends causebranding

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July 10, 2009 at 12:14 PM by Research & Insights

Organic, non-GMO, 100% recycled, “oh my!” By default, supermarkets are getting a rapid makeover as companies strive to become more responsible.

 

 

To start, shoppers can likely expect an influx of organics on local shelves, as it’s been identified as the No. 1 food trend of the coming decade, far surpassing easy meals and low-calorie labeling. With a market already estimated at more than $23 billion annually, there is no doubt that continued consumer interest will have companies rushing to capture a piece of the expanding pie.

 

Not to be outdone, Whole Foods is adopting a non-GMO verification for all its private-label products and is expected to begin rolling out new packaging later this year. Executives note that although the verification is not required, they hope it will help consumers make more informed purchase decisions.

And the momentum in the supermarket doesn’t end with the product itself. Earthbound Farm and Naked Juice separately announced they are raising the bar by converting to 100% post-consumer recycled plastic packaging. "These are major consumer brands using recycled content," says Anne Johnson, director of the Sustainable Packaging Coalition, in an article in USA Today. "It's a big deal." For its part, Earthbound Farms explains the move is about marrying its organic food with a responsible image. The switch has happened in light of research that found environmental packaging by food companies to be the third most important purchasing factor for North American consumers — ranking slightly below freshness of ingredients and additional health benefits.

Tags: corporateresponsibility research trends

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June 5, 2009 at 2:49 PM by Research & Insights

Business leaders who hold traditional beliefs about the role of business in society continue to use the economic crisis to espouse their conviction that the primary responsibility is to do well, not good. In their recent BusinessWeek column, Jack and Suzy Welch argue just this. It’s not as one-sided of an argument as we often see, but the point is clear: profit begets purpose, not the other way around. If a rash of new M.B.A. programs is any barometer, however, fresh thinking is on its way in.

 

Case in point—a story this week about Harvard Business School’s creation of “The M.B.A. Oath.” This promise “to serve the greater good” was organized by students and 20 percent of the program’s 2009 graduating class has opted to take it. Student advocates of the oath hope to establish a formal code that all future graduates will be required to uphold, similar to the Hippocratic Oath for physicians or the pledge taken by lawyers to uphold the law and Constitution.

 

 

M.B.A. professors, too, are recognizing the shift in attitudes among today’s students, and schools have ramped up courses and created new centers focused on ethics and corporate responsibility to satisfy the increased demand. Business school professors agree “they are seeing a generational shift away from viewing an M.B.A. as simply an on-ramp to the road to riches” and are viewing “business as more than a money-making enterprise, but part of a large social community.” This trend shows that future leaders may well care about more than just profits, and feel a stronger sense of responsibility for the good of society.

 

It’s not just corporate responsibility seeing this shift in thinking. Enrollment in climate-focused M.B.A. programs is surging, graduates are opting for careers in community organizing and public service agencies such as Teach For America and the Peace Corps are experiencing a swell in applications. In fact, research shows that M.B.A. students are willing to sacrifice an average of 14.4 percent of their expected compensation to work for a responsible company.

 

There is little doubt that corporate America’s attitudes will shift even further when these graduates become leaders. Dare we predict consumer perceptions of corporate America will follow?

 

Tags: economy research trends corporateresponsibility MBA

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May 1, 2009 at 12:29 PM by Research & Insights

This week Sony joined a roster of companies providing in-store recycling kiosks for any electronic product, regardless of its brand. Waste Management also launched a new CFL bulb that comes packaged in a postage-paid box. Consumers can use the container to return dead CFLs to a recycling center, ensuring the bulbs, which contain a small amount of mercury, will be properly discarded. And earlier this month, the Estee Lauder brand Origins announced it will accept and recycle used cosmetic containers from any manufacturer (cosmetics packaging like lipstick tubes and shampoo bottles account for a third of landfill waste!) at all of its stores and counters nationwide. What does this mean for consumers? It’s getting easier to be “green.”

 

 

Step one was creating and providing environmentally responsible products, but the cost of a corporate environmental commitment today goes far beyond the store shelf. Companies are stepping up to help ease the common barriers which prevent consumers from proper use and disposal of their products. They are extending their commitments by offering turn-key solutions for responsible engagement throughout the product life cycle, minimizing not only the manufacturing impact of their products, but also accommodating the safe disposal or reuse of materials they contain. And frankly, they are eliminating, one-by-one, the excuses consumers have for not being green.

Tags: corporateresponsibility environment trends recycle

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March 6, 2009 at 11:38 AM by Research & Insights

Business and consumer news could hardly be more grim, but corporate environmental efforts seem to be coming through relatively unscathed. Companies are maintaining their investments and consumers continue to buy.

So why is “green purchasing” proving so resilient?

Three driving forces:

• Small Change – Companies are providing easy, cost-effective opportunities for consumers to make a difference through everyday purchases and activities (e.g, Marriott’s “Celestial Seasonings Trees for the Future” and the ongoing success of Clorox Green Works).
• True Value – Consumers evaluate much more than price when determining a product’s “value.”
• EcO-bama – The Obama administration’s continued attention to environmental policies and green stimulus spending have brought complex environmental issues into living rooms across America.

 

Trendspotting.com also lists 12 of its own eco-trends fueling today’s “eco-bounty” in its latest trends report, but we want to know what you think. Why does consumer environmental purchasing continue to grow despite the economy? Vote in our poll, located on the blog sidebar, and share your thoughts on what is motivating consumers to shop with the environment in mind even as they pinch pennies.

Tags: corporateresponsibility economy environment research trends

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