Why Are Companies Turning to Cause Marketing?

A crowded and constantly changing consumer marketplace, new competition from quality store brands and media fragmentation make it extremely tough for marketers to command premium pricing for their branded products.

In addition research shows that many of today’s consumers demand more than just a quality product or an amusing commercial – they want to buy brands that resonate with their values.

More and more, marketers are investing in cause marketing to leverage the emotional bonds consumers have with causes in a manner that translates into increased purchases and brand loyalty.

In the “Mission and Market” section of its website, Independent Sector identifies the following business benefits of cause marketing:

• Brand differentiation
• Enhanced employee recruitment and retention
• Building new and deeper community networks
• Fostering talent and teaching new skills to employees
• Improved relations with regional and federal governments
• Enhanced credibility and education information
• Access to knowledge and experience to aid in research and development