Cause Marketing - US - November 2014
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“As partnering with a cause organization has become a standard marketing tactic, it has become increasingly difficult to stand out from competitors using cause marketing. Consumers have become skeptical of cause marketing and some brands have seen backlash from aligning with controversial causes.”
– Lauren Bonetto, Lifestyles & Leisure Analyst
This report covers the following issues:
Cause marketing has become so commonplace that simply aligning with a cause and making monetary donations is no longer enough to impress consumers. Campaigns must be genuine and innovative to make an impact. Some demographic groups are more receptive than others to cause marketing, such as Millennials and parents of children younger than 18. Companies must consider how they will overcome skepticism, cause-fatigue, and disinterest in their cause marketing initiatives.
For the purposes of this report, Mintel has used the following definitions:
Cause marketing is when a company joins forces with a charity/nonprofit organization for a mutually beneficial outcome. Namely, the company benefits from being viewed as philanthropic and the charity benefits from increased attention to the cause it supports and often donations from the company and its customers.
This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:
What They Want. Why They Want It.
Who’s Winning. How To Stay Ahead.
Size, Segments, Shares And Forecasts: How It All Adds Up.
New Ideas. New Products. New Potential.
Where The White Space Is. How To Make It Yours.
What’s Shaping Demand – Today And Tomorrow.