Cause Marketing - US - August 2018
"As Americans express frustration in government institutions’ ability to take action quickly, citizens are increasingly turning to charitable organizations to facilitate aid for those in need. This creates an environment in which corporations can use their cause marketing initiatives to build affinity with a consumer base that has a predilection for charitable support. However, companies need to be smart about what causes they support and how they execute their charitable initiatives. Cause marketing should be treated like any other kind of marketing – different demographic and consumer segments have different opinions and priorities, and concerns about controversy can be managed with intelligent cause marketing strategy."
- Mike Gallinari, Travel & Leisure Analyst
This report looks at the following areas:
Consumers have high expectations of companies
Three quarters of Americans donate to charitable causes
Americans vary in their preferred cause