Cause-related marketing (CRM) is a marketing tactic that combines selling a brand with doing good for the world. From a fringe concept a few decades ago, CRM has grown into a very widely used branding strategy. According to the 2010 PRWeek/Barkley PR Cause Survey, two thirds of brands now engage in CRM and 97% of marketing executives believe it is a valid business strategy. But does CRM really return ...
Search within report
Searching...
Overview
Overview
This report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Scope and Themes
Executive Summary
Insights and Opportunities
Inspire Insights
Market
Market
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Charitable Giving, CRM Spending and Forecast
Challenges Facing Cause Marketers
Market Influencers
Consumer
Consumer
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Reaction to Products Supporting a Cause
Attitudes Toward CRM Campaigns
CRM Information Channels
Products Appropriate for CRM
Impact of Race and Hispanic Origin
Cluster Analysis
Custom Consumer Group—Moms and Dads
Brand/Company
Brand/Company
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Growth of Corporate Foundations
Innovations and Innovators
CRM Methods and Campaigns
Marketing Strategies
Attitudes Toward Company Ethics
CRM Campaign Influence on Purchase Decisions
Leading Causes for Company Support
Attitudes Toward Company Charitable Support
Preference for Type of Company CRM Effort
Data
Data
Reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
Appendix—Other Useful Consumer Tables
Appendix—Trade Associations
|
Benefits of CRM: Mintel’s exclusive research, along with secondary sources, quantifies how CRM benefits brands. Some of the areas measured include the likelihood of purchase between CRM and non-CRM-affiliated products, customer loyalty, brand awareness and respondents’ feelings about themselves when they purchase products with a CRM affiliation
