Recently, I’ve seen more than a few stories that remind me of the power of Cause Marketing. For example, charitable tie-ins always have a high profile during the holidays, but a recent story in Marketing Daily explained that such campaigns were even more evident this year. From gathering gently used coats, to matching charitable contributions at the check-out, to accepting donations for the local food shelf… giving and selflessness have resonated with a lot of people this year.
Another story, this one from Research Brief, suggests that the compassion for “cause-related campaigns” is not limited to the U.S.; indeed, consumers around the globe are more likely to give their business to a company that gives back.
Implications: I’ve written about “The Purpose-Driven Purchase” on more than one occasion here (see this posting from early November). It’s the idea that consumers are less likely to buy the frivolous—as if money were no object—and more likely to buy the meaningful and useful.
These articles remind me that “meaningful” doesn’t always start with “me.” By supporting a cause that resonates with your consumers, you make it easier for the consumer to support you.
Mike Anderson
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