Dawn Saves Wildlife campaign clipping

Cause – Marketing:  Set to change dramatically

In 2009 we saw an increase in the number and size of cause-marketing programs.  National campaigns such as Dawn Saves Wildlife, Sonic Drive-In:  Limeades for Learning and H&R Block: Dollar & Senses proliferated social media outlets.  By choosing causes that make sense for their brand as well as their consumers, brands can go a long way toward building greater customer equity with the same (or smaller) marketing budget.

Though most consumers are spending less than in 2007 and 2008, they are still spending.  As consumer confidence increases and unemployment tops out and reverses course, consumer spending will rebound, as it always has.  More than ever, consumers are looking for “good cause” companies and brands with which to align.  In an Edelman survey, two out of three consumers say they would switch brands if another brand of similar quality supported a good cause.  Consumers also stated that they weigh a brand’s image and reputation when making buying decisions.

Cause-marketing seems to be a win-win for both consumer products companies and recurring service providers alike.  Hard data demonstrates that brands putting significant resources behind cause-marketing initiatives benefit from increased awareness, positive word of mouth buzz and ultimately brand loyalty.  We expect cause-marketing spend to continue to rise through 2010 and beyond as more brands return to the age-old, high-return approach of emotional appeal.