There is no doubt that cause marketing is important, and now Ipsos has done the research to prove that it greatly influences buying decisions in Canada. According to their 2015 research, 95% of Canadians (ie. nearly all Canadians) agree that it is a good idea for companies to support causes. As it turns out, it is also a very …
As the lines blur between what constitutes ‘cause marketing’ and ‘corporate social responsibility’ (CSR), they are often mistakenly lumped together and perceived as being one and the same. It is easier to think of CSR as the umbrella under which a variety of business practices related to social good and initiatives like cause marketing and sponsorship sit. Where cause marketing …
‘Cause marketing’ is one of those buzzwords that can evoke a strong reaction from marketers. It calls to mind visions of aisles upon aisles of ‘pink-washed’ consumer products, and is often credited with being a cause of increasing skepticism in customers. That’s when it’s done wrong. But when it’s done right, cause marketing can build brand buy-in, engage customers, and …