Cause Marketing - US - November 2014
“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:
- Consumers question the true motives behind cause marketing
- Some consumers are cause-fatigued
- Taking a stance on controversial issues can result in backlash
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.
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