Cause marketing is different to CSR or philanthropy in the sense that it creates mutually beneficial business conditions for all parties concerned. It is about doing genuine good but being rewarded for it indirectly. Marketing research conducted by Cone Communications has proved that majority of modern day consumers prefer brands associated with a good cause rather than those with overtly commercial interests. In fact sales also go up in the short to medium term. Brand awareness increases rapidly. Up to ninety percent of those surveyed in the US, claim that they will switch brands if the other one gets known for its good work. Loyalty of existing customers is also better cemented as experienced through the efforts of Starbucks and Subaru. Such activities also attract better quality of people, thus aiding in propertalent recruitment. Also investors get attracted to such activities as it gives them the strength to have long term relations with the brand.


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