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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