US Cause Marketing Market Report
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Providing the most comprehensive and up-to-date information and analysis of the Cause Marketing market, and the behaviours, preferences and habits of the consumer.
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What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?
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.
Readers of this Report may also be interested in Attitudes toward Corporate Social Responsibility – US, July 2018 and Charities and Non-profits – US, October 2016
What you need to know
Charitable giving across all sources hit an all-time high in 2017, continuing a trend of rising philanthropy. Along with rising donations come rising expectations of companies to give back to society through, among other things, charitable support. Fortunately for corporations, consumers are supportive of a wide swath of causes, and are not as resistant to companies supporting controversial causes as conventional wisdom may suggest. Consumers are more likely to reward companies that take stances they agree with than they are to boycott ones they disagree with. The emerging iGeneration is particularly sensitive to social awareness and will be a key demographic to consider in future cause marketing efforts.
Expert analysis from a specialist in the field
Written by Mike Gallinari , a leading analyst in the Travel & Leisure sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
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.
Travel & Leisure Analyst
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