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Cause Marketing - US - August 2011

  • To what extent do consumers care about a company’s willingness to act ethically? To what extent does it influence purchase consideration?
  • What consumers are most receptive to cause marketing?

For the purposes of this report, Mintel has used the following definitions.

Cause-related marketing (CRM) is when companies partner with charitable organizations to help nonprofits better achieve their goals. CRM is attached to a media campaign, with money generated for the cause directly, through the sale of products, or indirectly, from sponsorship agreements or donations by the company. Though corporate charitable giving does not necessarily involve a CRM component, corporate giving is discussed in this report as a measure of the level of support for charitable causes by corporations as a whole.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Market data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Charitable giving and cause sponsorship spending are on the rebound
                        • Concerns about fraud and cause fatigue can reduce the impact of CRM
                          • Pharmaceutical and financial industries lead in support of causes
                            • Companies face a tradeoff between consumer-directed and mission-oriented CRM
                              • New ways of giving will reinvigorate the CRM landscape for a new generation
                                • Integrated campaigns are the future of CRM
                                  • Most consumers do care about a company’s willingness to act ethically
                                    • CRM alone will not drive purchase, but may sway women, younger consumers, parents
                                      • Charity endorsements increase purchase consideration for some
                                        • Women and 18-24s feel good about supporting charities by shopping
                                          • Children’s welfare, health, and the environment are leading causes
                                            • Consumers agree companies should donate—but many skeptical of motivations
                                              • Survey results indicate companies should pick a cause—and stick with it
                                                • In store, traditional media most effective channels; opportunities exist to strengthen social media outreach
                                                  • CPG products are best suited for CRM
                                                    • Asians want other causes; black consumers enjoy today’s causes
                                                      • Women are a top target, men become more amenable to cause campaigns once they have kids
                                                      • Insights and Opportunities

                                                        • Reaching moms key to CRM success
                                                          • CRM is for long-term brand building, not quick sales boosts
                                                            • CRM should stem from a company’s core business model
                                                              • New ways to give can engage younger consumers
                                                                • Figure 1: Acceptance of solicitation and donation channels, by generation, January 2010
                                                            • Inspire Insights

                                                                • Trend: Me, Me, Me
                                                                  • Trend: Click to Connect
                                                                  • Charitable Giving, CRM Spending and Forecast

                                                                    • Overview
                                                                      • Key points
                                                                        • Charitable giving recovered in 2010
                                                                          • Figure 2: Estimates of total U.S. giving and forecast of market, at current prices, 2007-15
                                                                          • Figure 3: Estimates of total U.S. giving and forecast of market, at inflation-adjusted prices, 2007-15
                                                                        • Charitable giving by segment
                                                                          • Figure 4: Estimates of total U.S. charitable giving, by segment, 2007-10
                                                                        • Corporate charitable giving forecast to steadily increase year over year
                                                                          • Figure 5: Estimates of corporate U.S. giving and forecast of market, at current prices, 2007-15
                                                                        • Cause sponsorship on the rebound in 2010
                                                                          • Figure 6: North American sponsorship spending, by property type, 2009-11
                                                                      • Growth of Corporate Foundations

                                                                        • Key points
                                                                          • Growth of corporate foundations indicates commitment to supporting charitable causes
                                                                            • Figure 7: Number, total giving, and size of corporate charitable foundations in the U.S., 2000-09
                                                                          • Most generous corporate foundations cluster in financial and pharmaceutical industries
                                                                            • Figure 8: Largest corporate foundations, by total giving, 2009
                                                                        • Challenges Facing Cause Marketers

                                                                          • Key points
                                                                            • Array of causes and charities may be overwhelming to some
                                                                              • Figure 9: Number of nonprofit charities, 2006-10
                                                                            • Some causes overexposed
                                                                              • Concerns about fraud may lessen support for causes
                                                                                • IRS requirements for charities tightened
                                                                                • Market Influencers

                                                                                  • Key points
                                                                                    • CRM in tough economic times
                                                                                      • Tarnished industries seek redemption
                                                                                        • Flight from traditional advertising to social media boosts CRM
                                                                                          • Disasters drive interest in contributing to causes
                                                                                            • Pledges by high-profile donors call attention to charitable giving
                                                                                            • Innovations and Innovators

                                                                                              • Key points
                                                                                                • Leveraging the giving power of customers
                                                                                                  • New ways to donate
                                                                                                    • Nonprofit bars and high-end retailers
                                                                                                    • CRM Methods and Campaigns

                                                                                                      • Key points
                                                                                                        • Consumer-directed giving: Pepsi Refresh
                                                                                                          • Major commitments to a cause: Walmart and hunger
                                                                                                            • Donations tied to purchase of specific products: Box Tops for Education
                                                                                                              • Cross-cutting campaigns: (PRODUCT)RED
                                                                                                                • Beyond donations: companies urge employees and customers to support the cause
                                                                                                                • Marketing Strategies

                                                                                                                  • Key points
                                                                                                                    • Integrated cross-platform campaigns
                                                                                                                      • The Pepsi Refresh Project
                                                                                                                          • Figure 10: Pepsi Refresh Project television ad, 2011
                                                                                                                        • Dawn Saves Wildlife
                                                                                                                          • Figure 11: Dawn dishwashing detergent television ad, 2011
                                                                                                                        • Opportunistic marketing
                                                                                                                          • Figure 12: American Red Cross/NBA television ad, 2011
                                                                                                                          • Figure 13: American Red Cross/WNYT television ad, 2011
                                                                                                                      • Attitudes Toward Company Ethics

                                                                                                                        • Key points
                                                                                                                          • Most consumers do care about a company’s willingness to act ethically
                                                                                                                              • Figure 14: Attitudes toward company ethics, January 2004-December 2010
                                                                                                                          • CRM Campaign Influence on Purchase Decisions

                                                                                                                            • Key points
                                                                                                                              • CRM only sometimes drives consumers to purchase a product
                                                                                                                                • Figure 15: Cause-related marketing campaign influence on purchase decisions, by gender, April 2011
                                                                                                                              • Younger consumers show a greater affinity for CRM
                                                                                                                                • Figure 16: Cause-related marketing campaign influence on purchase decisions, by age, April 2011
                                                                                                                              • More Millennials motivated, but less than one quarter “often” buy because of cause
                                                                                                                                • Figure 17: Cause-related marketing campaign influence on purchase decisions, by generation, April 2011
                                                                                                                              • Parents more cause-driven, but most are not “often” motivated to buy based on cause alone
                                                                                                                                • Figure 18: Cause-related marketing campaign influence on purchase decisions, by children in household and by marital status, April 2011
                                                                                                                            • Reaction to Products Supporting a Cause

                                                                                                                              • Key points
                                                                                                                                • Most consumers cannot be driven to purchase based solely on a company’s charitable giving
                                                                                                                                  • Figure 19: Reaction to products that say they support a cause, by gender, April 2011
                                                                                                                                • Younger consumers pay attention to CRM, older consumers ignore it
                                                                                                                                  • Figure 20: Reaction to products that say they support a cause, by age, April 2011
                                                                                                                                • For cause-concerned, many still need more reasons to buy a product
                                                                                                                                  • Figure 21: Reaction to products that say they support a cause, by cause-related campaign influence, April 2011
                                                                                                                              • Attitudes Toward CRM Campaigns

                                                                                                                                • Key points
                                                                                                                                  • Women more receptive to CRM, but most are not swayed
                                                                                                                                    • Figure 22: Attitudes toward cause-related marketing campaigns, by gender, April 2011
                                                                                                                                  • Younger consumers are more likely to be “cause-passionate”; companies should embrace them
                                                                                                                                    • Figure 23: Attitudes toward cause-related marketing campaigns, by age, April 2011
                                                                                                                                  • Those who admit to being “often” influenced by cause campaigns feel strongly about the companies behind them
                                                                                                                                    • Figure 24: Attitudes toward cause-related marketing campaigns, by cause-related campaign influence, April 2011
                                                                                                                                • Leading Causes for Company Support

                                                                                                                                  • Key points
                                                                                                                                    • Issues that matter most to women should matter to cause marketers
                                                                                                                                        • Figure 25: Causes companies should support, by gender, April 2011
                                                                                                                                      • Consumers care most about the causes that affect their own lives
                                                                                                                                        • Figure 26: Causes companies should support, by age, April 2011
                                                                                                                                        • Figure 27: Causes companies should support, by household income, April 2011
                                                                                                                                      • Half of all respondents try to “buy American” whenever possible
                                                                                                                                        • Figure 28: Attitudes toward purchasing goods produced by own country, January 2004-December 2010
                                                                                                                                        • Figure 29: Attitudes toward purchasing goods produced by own country, by key demographics, October 2009-December 2010
                                                                                                                                      • Consumers are looking for “greenvenience” and want companies to make it easy to be green
                                                                                                                                          • Figure 30: Attitudes toward environmental causes, by gender, October 2009-December 2010
                                                                                                                                        • Learning to recycle in grad school
                                                                                                                                          • Figure 31: Attitudes toward environmental causes, by education, October 2009-December 2010
                                                                                                                                      • Attitudes Toward Company Charitable Support

                                                                                                                                        • Key points
                                                                                                                                          • Most agree companies should donate to charitable causes, but many are skeptical of motivations
                                                                                                                                            • Figure 32: Attitudes toward company support of charities, by gender, April 2011
                                                                                                                                          • Youngest consumers optimistic about corporate giving, but 25-34s grow suspicious
                                                                                                                                            • Figure 33: Attitudes toward company support of charities, by age, April 2011
                                                                                                                                          • Best educated are least likely to support shopping for a cause
                                                                                                                                            • Figure 34: Attitudes toward company support of charities, by education, April 2011
                                                                                                                                        • Preference for Type of Company CRM Effort

                                                                                                                                          • Key points
                                                                                                                                            • Companies should stand for something and stick with it
                                                                                                                                              • Figure 35: Preference for type of company cause effort, by gender, April 2011
                                                                                                                                            • More younger respondents interested in choosing their own charities; most still want company to decide
                                                                                                                                                • Figure 36: Preference for type of company cause effort, by age, April 2011
                                                                                                                                            • CRM Information Channels

                                                                                                                                              • Key points
                                                                                                                                                • In store is where most decisions are made and where CRM efforts should focus
                                                                                                                                                    • Figure 37: Cause-related marketing information channels, by gender, April 2011
                                                                                                                                                  • TV reaches older consumers who have time to watch it and pay attention to it, in store remains most important
                                                                                                                                                    • Figure 38: Cause-related marketing information channels, by age, April 2011
                                                                                                                                                  • Cause TV marketing reaches more lower-income consumers, social media remains largely untapped
                                                                                                                                                      • Figure 39: Cause-related marketing information channels, by household income April 2011
                                                                                                                                                      • Figure 40: Cause-related marketing information channels, by generation, April 2011
                                                                                                                                                    • Cause marketers should equip cause-passionates with online advocacy materials and reward them for searching for more information
                                                                                                                                                      • Figure 41: Cause-related marketing information channels, by cause-related campaign influence, April 2011
                                                                                                                                                  • Products Appropriate for CRM

                                                                                                                                                    • Key points
                                                                                                                                                      • Food and beverage products lead; causes must appeal to women
                                                                                                                                                          • Figure 42: Products appropriate for cause-related marketing, by gender, April 2011
                                                                                                                                                        • Older consumers are less likely to be motivated by cause campaigns and see fewer product categories as appropriate for CRM
                                                                                                                                                          • Figure 43: Products appropriate for cause-related marketing, by age, April 2011
                                                                                                                                                      • Impact of Race and Hispanic Origin

                                                                                                                                                        • Key points
                                                                                                                                                          • More Asians are often motivated to purchase based on cause
                                                                                                                                                            • Figure 44: Cause-related marketing campaign influence on purchase decisions, by race/Hispanic origin, April 2011
                                                                                                                                                          • Asians more likely to pay attention to CRM
                                                                                                                                                            • Figure 45: Reaction to products that say they support a cause, by race/Hispanic origin, April 2011
                                                                                                                                                          • Black consumers feel good about supporting currently promoted causes
                                                                                                                                                            • Figure 46: Attitudes toward cause-related marketing campaigns, by race/Hispanic origin, April 2011
                                                                                                                                                          • Currently promoted causes have little appeal among Asians
                                                                                                                                                            • Figure 47: Causes companies should support, by race/Hispanic origin, April 2011
                                                                                                                                                          • Asian consumers could be more motivated by different causes; black consumers care most about current causes
                                                                                                                                                            • Figure 48: Attitudes toward environmental causes, by race/Hispanic origin, Oct. 2009-Dec. 2010
                                                                                                                                                          • Asians agree companies should support causes and shop to help charity
                                                                                                                                                            • Figure 49: Attitudes toward company support of charities, by race/Hispanic origin, April 2011
                                                                                                                                                          • Asians want to choose their own charity because they are not satisfied with today’s options
                                                                                                                                                            • Figure 50: Preference for type of company cause effort, by race/Hispanic origin, April 2011
                                                                                                                                                          • More blacks pay attention to traditional media, more Asians reached through social media
                                                                                                                                                            • Figure 51: Cause-related marketing information channels, by race/Hispanic origin, April 2011
                                                                                                                                                          • Asians less enthusiastic for currently promoted products, opportunities exist
                                                                                                                                                            • Figure 52: Products appropriate for cause-related marketing, by race/Hispanic origin, April 2011
                                                                                                                                                        • Cluster Analysis

                                                                                                                                                            • Right-priced Supporters
                                                                                                                                                              • Characteristics
                                                                                                                                                                • Opportunity
                                                                                                                                                                  • Choice Causes
                                                                                                                                                                    • Characteristics
                                                                                                                                                                      • Opportunity
                                                                                                                                                                        • Causeless Cynics
                                                                                                                                                                          • Characteristics
                                                                                                                                                                            • Opportunity
                                                                                                                                                                              • Characteristics
                                                                                                                                                                                • Figure 53: Cause marketing clusters, by gender, April 2011
                                                                                                                                                                                • Figure 54: Influence of the cause-related campaigns on decision making by cause marketing clusters, April 2011
                                                                                                                                                                                • Figure 55: Reaction to products that say they support a cause, by cause marketing clusters, April 2011
                                                                                                                                                                                • Figure 56: Attitudes toward cause-related marketing campaigns, by cause marketing clusters, April 2011
                                                                                                                                                                                • Figure 57: Attitudes toward company support of charities, by cause marketing clusters, April 2011
                                                                                                                                                                                • Figure 58: Preference for type of company cause effort, by cause marketing clusters, April 2011
                                                                                                                                                                              • Demographics
                                                                                                                                                                                • Figure 59: Cause marketing clusters, by gender, April 2011
                                                                                                                                                                                • Figure 60: Cause marketing clusters, by age, April 2011
                                                                                                                                                                                • Figure 61: Cause marketing clusters, by household income, April 2011
                                                                                                                                                                                • Figure 62: Cause marketing clusters, by race/Hispanic origin, April 2011
                                                                                                                                                                              • Cluster methodology
                                                                                                                                                                              • Custom Consumer Group—Moms and Dads

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Moms believe strongly in causes, dads less so, men without kids far less so
                                                                                                                                                                                      • Figure 63: Cause-related marketing campaign influence on purchase decisions, by gender and children in household, April 2011
                                                                                                                                                                                    • Men without kids more likely to ignore charity messages, women more price conscious
                                                                                                                                                                                        • Figure 64: Reaction to products that say they support a cause, by gender and children in household, April 2011
                                                                                                                                                                                      • Women feel better supporting causes, more are motivated by them, whether they have kids or not, but will not recommend based on cause
                                                                                                                                                                                          • Figure 65: Attitudes toward cause-related marketing campaigns, by gender and children in household, April 2011
                                                                                                                                                                                        • Child-oriented causes matter most to moms and dads; women’s causes matter to women
                                                                                                                                                                                            • Figure 66: Causes companies should support, by gender and children in household, April 2011
                                                                                                                                                                                          • Women trust cause marketers, men highly suspicious
                                                                                                                                                                                              • Figure 67: Attitudes toward company support of charities, by gender and children in household, April 2011
                                                                                                                                                                                            • More women without kids want a company to choose the charity for them
                                                                                                                                                                                                • Figure 68: Preference for type of company cause effort, by gender and children in household, April 2011
                                                                                                                                                                                              • Women more likely to notice CRM in store
                                                                                                                                                                                                  • Figure 69: Cause-related marketing information channels, by gender and children in household, April 2011
                                                                                                                                                                                                • Moms show the greatest affinity for cause campaigns behind currently endorsed CPG products
                                                                                                                                                                                                    • Figure 70: Products appropriate for cause-related marketing, by gender and children in household, April 2011
                                                                                                                                                                                                • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                                    • Figure 71: Cause-related marketing campaign influence on purchase decisions, by household income, April 2011
                                                                                                                                                                                                    • Figure 72: Reaction to products that say they support a cause, by household income, April 2011
                                                                                                                                                                                                    • Figure 73: Reaction to products that say they support a cause, by generation, April 2011
                                                                                                                                                                                                    • Figure 74: Attitudes toward cause-related marketing campaigns, by household income, April 2011
                                                                                                                                                                                                    • Figure 75: Attitudes toward cause-related marketing campaigns, by generation, April 2011
                                                                                                                                                                                                    • Figure 76: Causes companies should support, by generation, April 2011
                                                                                                                                                                                                    • Figure 77: Causes companies should support, by cause-related campaign influence, April 2011
                                                                                                                                                                                                    • Figure 78: Attitudes toward company support of charities, by household income, April 2011
                                                                                                                                                                                                    • Figure 79: Attitudes toward company support of charities, by generation, April 2011
                                                                                                                                                                                                    • Figure 80: Attitudes toward company support of charities, by cause-related campaign influence, April 2011
                                                                                                                                                                                                    • Figure 81: Preference for type of company cause effort, by household income, April 2011
                                                                                                                                                                                                    • Figure 82: Preference for type of company cause effort, by generation, April 2011
                                                                                                                                                                                                    • Figure 83: Preference for type of company cause effort, by cause-related campaign influence, April 2011
                                                                                                                                                                                                    • Figure 84: Products appropriate for cause-related marketing, by household income, April 2011
                                                                                                                                                                                                    • Figure 85: Products appropriate for cause-related marketing, by generation, April 2011
                                                                                                                                                                                                    • Figure 86: Products appropriate for cause-related marketing, by cause-related campaign influence, April 2011
                                                                                                                                                                                                • Appendix—Trade Associations

                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                  • American Heart Association, Inc.
                                                                                                                                                                                                  • Apple, Inc
                                                                                                                                                                                                  • Bank of America Corporation
                                                                                                                                                                                                  • Ben & Jerry's Homemade Inc.
                                                                                                                                                                                                  • Centers for Medicare & Medicaid Services
                                                                                                                                                                                                  • Citigroup Inc.
                                                                                                                                                                                                  • Converse, Inc
                                                                                                                                                                                                  • Exxon Mobil Corporation
                                                                                                                                                                                                  • General Mills Inc
                                                                                                                                                                                                  • Goldman Sachs Group, Inc., The
                                                                                                                                                                                                  • Kimberly-Clark Corporation
                                                                                                                                                                                                  • National Association for Stock Car Auto Racing (NASCAR)
                                                                                                                                                                                                  • National Basketball Association
                                                                                                                                                                                                  • Nordstrom
                                                                                                                                                                                                  • PepsiCo Inc
                                                                                                                                                                                                  • Procter & Gamble USA
                                                                                                                                                                                                  • Starbucks Corporation
                                                                                                                                                                                                  • Verizon Communications Inc.
                                                                                                                                                                                                  • Wells Fargo & Company
                                                                                                                                                                                                  • Yoplait USA

                                                                                                                                                                                                  Cause Marketing - US - August 2011

                                                                                                                                                                                                  £2,684.63 (Excl.Tax)