Bloomberg Anywhere Remote Login Bloomberg Terminal Demo Request


Connecting decision makers to a dynamic network of information, people and ideas, Bloomberg quickly and accurately delivers business and financial information, news and insight around the world.


Financial Products

Enterprise Products


Customer Support

  • Americas

    +1 212 318 2000

  • Europe, Middle East, & Africa

    +44 20 7330 7500

  • Asia Pacific

    +65 6212 1000


Industry Products

Media Services

Follow Us

Bloomberg Customers

Businessweek Archives

Most Cause Marketing Is Wallpaper

The recently released 2007 Cone Cause Evolution Survey, finds that fully two-thirds of Americans consider a company?? business practices when deciding what to buy. It also found that 87% of U.S. consumers would switch from one brand to another if the other brand was associated with a good cause, up 31% since 1993.

I don?? doubt that people answered the survey the way Cone reported it. What I do doubt is that even a majority of people could match up the brand to which they may be loyal with the cause or social issue the company is supporting. How many Chevy owners know what Chevy supports? How many Heinz Ketchup buyers know what Heinz supports? Toyota? Levi Strauss? Intel? Pfizer?

There are some companies that have successfully branded their causes. Ronald McDonald Houses come to mind. And Target has pretty successfully advertised its fund-raising for Tiger Woods?foundation. If you can keep track of the companies raising money for the Komen Foundation and breast cancer research, my hat is off to you. And I’d bet a vast majority of Target customers are hard pressed to know what Woods does with the money.

The Cone survey also says: 92% of consumers value companies that promote social issues, and 83% say companies have a responsibility to help support them.

The Cone survey is directionally right. But all it really shows is that a large percentage of consumers say they want some vague awareness that a company they are supporting is, in turn, supporting something worthwhile besides the CEO’s boat payments….whatever it might be.

That leaves the bar pretty low for how most companies manage their cause-related marketing.

blog comments powered by Disqus