Table of Contents
Executive Summary
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- Cause marketing reaches more than 180 million
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- Figure 1: Influence of cause marketing on purchasing decision, September 2014
- Issues and insights
- Skepticism: motives for cause marketing campaigns often questioned
- Cause-fatigue: consumers overwhelmed by the many causes and calls to action
- Backlash: cause controversy can alienate some consumers
- The consumer
- Children and generation strongly influence cause marketing attitudes
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- Figure 2: Influence of cause marketing on purchasing decision (frequently, occasionally), by presence of children in household and by generation, September 2014
- About four in 10 buy products with cause marketing messages
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- Figure 3: Reactions to cause marketing campaigns, September 2014
- Millennials are more sleuthy
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- Figure 4: Reactions to cause marketing campaigns, Millennials versus Baby Boomers, September 2014
- TV commercials, product packaging, and in-store displays educate consumers
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- Figure 5: Top ways consumers learn about cause marketing campaigns, September 2014
- Half of consumers think companies should support health-related causes
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- Figure 6: Top causes consumers think companies should support, September 2014
- Companies should align with causes that somehow related to their products
- Less consensus among Millennials reflects diversity of the generation
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- Figure 7: Top causes consumers think companies should support, by generations, September 2014
- Favorable opinions do not necessarily translate into brand loyalty
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- Figure 8: Attitudes toward cause marketing – Opinions of companies and loyalty, September 2014
- Conflicted consumers
- Consumers want companies to commit
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- Figure 9: Most appealing cause marketing strategies, September 2014
- What we think
Issues and Insights
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- Consumers question the true motives behind cause marketing
- The issues
- The implications
- Some consumers are cause-fatigued
- The issues
- The implications
- Taking a stance on controversial issues can result in backlash
- The issues
- The implications
Trend Application
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- Trend: Moral Brands
- Trend: Giving Back
- Trend: Play Ethic
Innovations and Innovators
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- Certification program: Food Recovery Network
- Design does double duty: Project Gregory
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- Figure 10: Project Gregory exterior and interior, 2014
- Making the connection: LinkedIn Volunteer Marketplace
- One-for-one expansion: L. condoms
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- Figure 11: L. Condoms, TV ad, 2014
- Taking the high road: Intel cuts conflict materials
- Complete transparency: Zady
- Managing donations and sharing the news: PlanG
- Making the connection: Cake Fundraising
- Instant giving: SnapDonate
Marketing Strategies
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- Overview of the brand landscape
- Health-related campaigns
- Breast Cancer Awareness – Pink Ribbon Campaign
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- Figure 12: Macy’s, Email ad, October 2014
- Figure 13: Loft, Email ad and landing page, October 2014
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- Figure 14: Aerie, Email ad, October 2014
- Figure 15: Nine West, Landing page from email ad, October 2014
- Figure 16: General Motors, Direct mail, October 2014
- Figure 17: Clinique, Email ad, October 2014
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- Figure 18: Avon, Email ad, October 2014
- Ebola outbreak spurs cause marketing efforts
- HIV/AIDS continues to draw support
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- Figure 19: Bank of America, website screenshot, 2014
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- Figure 20: MAC Cosmetics, online video, 2014
- Child welfare campaigns
- Food insecurity
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- Figure 21: Plum Organics, Online video, 2013
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- Figure 22: Plum Organics, Website screenshot – Memes, 2014
- Illness
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- Figure 23: Buca di Beppo, Print ad, 2014
- Education/literacy campaigns
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- Figure 24: Target, TV ad, 2014
- Figure 25: Target, Print ad, 2014
- Poverty/homelessness
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- Figure 26: Hanes, TV ad, 2013
- Other interesting initiatives
- Walmart supports women-owned businesses
- Walgreens opens training center for autistic workers
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- Figure 27: Have Dreams, Online video, 2013
- Chicken of the Sea celebrates 100 years with Great American Gratitude Tour
- Uber holiday promotions
Social Media
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- Key points
- Market overview
- Key social media metrics
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- Figure 28: Key performance indicators, selected causes, Oct. 6, 2013-Oct. 5, 2014
- Brand usage and awareness
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- Figure 29: Usage and awareness of causes, August 2014
- Interaction with brands
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- Figure 30: Interaction with causes, August 2014
- Leading online campaigns
- Social good + social gaming
- Viral marketing
- Rewarding altruism
- Social media-thon
- #GivingTuesday
- What we think
- Online conversations
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- Figure 31: Selected disaster relief twitter mentions, November 2013
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- Figure 32: Online mentions, selected causes, Oct. 6, 2013-Oct. 5, 2014
- Where are people talking about causes online?
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- Figure 33: Mentions, by page type, selected causes, Oct. 6, 2013-Oct. 5, 2014
Influence of Cause Marketing on Purchasing Decisions
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- Key points
- Three quarters of consumers are influenced by cause marketing
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- Figure 34: Influence of cause marketing on purchasing decision, September 2014
- Affluent households most likely to be influenced
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- Figure 35: Influence of cause marketing on purchasing decision, by household income, September 2014
- Presence of children strengthens influence of cause marketing
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- Figure 36: Influence of cause marketing on purchasing decision, by presence of children in household, September 2014
- Millennials most influenced by cause marketing
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- Figure 37: Influence of cause marketing on purchasing decision, by generations, September 2014
Reactions to Cause Marketing
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- Key points
- Four in 10 consumers ignore cause marketing messages
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- Figure 38: Reactions to cause marketing campaigns, September 2014
- Women more receptive to cause marketing
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- Figure 39: Reactions to cause marketing campaigns, by gender, September 2014
- Millennials are more sleuthy
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- Figure 40: Reactions to cause marketing campaigns, by generations, September 2014
How Consumers Learn About Cause Marketing
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- Key points
- Media marketing plays largest role in spreading the word
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- Figure 41: How consumers learn about cause marketing campaigns, September 2014
- Children influence how consumers learn about cause marketing
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- Figure 42: How consumers learn about cause marketing campaigns, by presence of children in household, September 2014
- Millennials more likely to learn from online sources, recommendations
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- Figure 43: How consumers learn about cause marketing campaigns, by generations, September 2014
Causes Companies Should Support
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- Key points
- Health-related causes most important to consumers
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- Figure 44: Causes consumers think companies should support (top five), September 2014
- Insight: The diseases that kill Americans versus the ones they donate to
- Gender does not sway support of gender equality, anti-bullying, LGBT rights
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- Figure 45: Causes consumers think companies should support (top five), by gender, September 2014
- Respondents with children support kid-related causes
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- Figure 46: Causes consumers think companies should support (top five), by presence of children in household, September 2014
- Less consensus among Millennials reflects diversity of the generation
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- Figure 47: Causes consumers think companies should support (top five), by generations, September 2014
- Less consensus among those who are most influenced by cause marketing
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- Figure 48: Causes consumers think companies should support (top five), by influence of cause marketing on purchasing decision, September 2014
Attitudes – Positive Opinions and Cause Marketing
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- Key points
- Authenticity valued in cause marketing
- Insight: The tarnishing of the pink ribbon
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- Figure 49: Attitudes toward cause marketing – Positive, September 2014
- Cause marketing more appealing to higher-income households
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- Figure 50: Attitudes toward cause marketing – Positive – Any agree, by household income, September 2014
- Presence of children strongly influences attitudes toward cause marketing
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- Figure 51: Attitudes toward cause marketing – Positive – Any agree, by presence of children in household, September 2014
- Millennials more positive about cause marketing
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- Figure 52: Attitudes toward cause marketing – Positive – Any agree, by generations, September 2014
Attitudes – Negative Opinions and Cause Marketing
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- Key points
- Consumers’ relationships with cause marketing is complex
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- Figure 53: Attitudes toward cause marketing – Negative, September 2014
- High-income consumers have mixed feelings about cause marketing
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- Figure 54: Attitudes toward cause marketing – Negative – Any agree, by household income, September 2014
- Parents also conflicted
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- Figure 55: Attitudes toward cause marketing – Negative – Any agree, by presence of children in household, September 2014
- Millennials also more likely to have strong opinions – both positive and negative
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- Figure 56: Attitudes toward cause marketing – Any agree, by generations, September 2014
Changes in Behavior Around Cause Marketing
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- Key points
- More than six in 10 say cause marketing influences their purchases
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- Figure 57: Changes in behavior around cause marketing, September 2014
- Higher-income respondents more likely to be doing some activities
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- Figure 58: Changes in behavior around cause marketing (more or about the same), by household income, September 2014
- Respondents with children more likely to be doing nearly all activities
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- Figure 59: Changes in behavior around cause marketing (more or about the same), by presence of children in household, September 2014
- Baby Boomers giving money, Millennials giving time
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- Figure 60: Changes in behavior around cause marketing (more or about the same), by generations, September 2014
Appeal of Various Cause Marketing Strategies
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- Key points
- Companies need to commit, regardless of consumers buying in
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- Figure 61: Appeal of various cause marketing strategies, September 2014
- Respondents with children more interested in nearly all forms of cause marketing
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- Figure 62: Any appeal of various cause marketing strategies, by presence of children in household, September 2014
- At least half of Millennials see appeal in all strategies evaluated
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- Figure 63: Any appeal of various cause marketing strategies, by generations, September 2014
Impact of Race and Hispanic Origin
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- Key points
- Non-Hispanic Whites are least likely to be influenced by cause marketing
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- Figure 64: Influence of cause marketing on purchasing decision, by race/Hispanic origin, September 2014
- Black and Asian respondents appear more engaged in cause marketing
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- Figure 65: Reactions to cause marketing campaigns, by race/Hispanic origin, September 2014
- Causes of choice differ slightly among Black, White respondents
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- Figure 66: Causes consumers think companies should support, by race/Hispanic origin, September 2014
- Blacks more positive, Asians and Hispanics appear conflicted
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- Figure 67: Attitudes toward cause marketing – Any agree, by race/Hispanic origin, September 2014
- Appeal of top cause strategies similar regardless of race/Hispanic origin
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- Figure 68: Any appeal of various cause marketing strategies, by race/Hispanic origin, September 2014
Consumer Segmentation
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- Overview
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- Figure 69: Cause marketing cluster groups, July 2014
- The Believers (27%)
- Demographics
- Characteristics
- Opportunity
- The Conflicted (38%)
- Demographics
- Characteristics
- Opportunity
- The Other Priorities (35%)
- Demographics
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 70: Influence of cause marketing on purchasing decision, by cause marketing clusters, September 2014
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- Figure 71: Reactions to cause marketing campaigns, by cause marketing clusters, September 2014
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- Figure 72: How consumers learn about cause marketing campaigns, by cause marketing clusters, September 2014
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- Figure 73: Causes consumers think companies should support (top five), by cause marketing clusters, September 2014
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- Figure 74: Attitudes toward cause marketing – Any agree, by cause marketing clusters, September 2014
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- Figure 75: Attitudes toward cause marketing – Strongly agree, by cause marketing clusters, September 2014
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- Figure 76: Changes in behavior around cause marketing (more or about the same), by cause marketing clusters, September 2014
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- Figure 77: Changes in behavior around cause marketing (more or about the same), by cause marketing clusters, September 2014
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- Figure 78: Changes in behavior around cause marketing (less), by cause marketing clusters, September 2014
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- Figure 79: Any appeal of various cause marketing strategies, by cause marketing clusters, September 2014
- Cluster demographic tables
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- Figure 80: Cause marketing clusters, by demographics, September 2014
Appendix – Social Media
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- Online conversations
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- Figure 81: Online mentions, selected causes, Oct. 6, 2013-Oct. 5, 2014
- Brand usage or awareness
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- Figure 82: Brand usage or awareness, August 2014
- Figure 83: Health-related (eg Susan G. Komen for the Cure, The Movember Foundation) usage or awareness, by demographics, August 2014
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- Figure 84: Disaster relief (eg American Red Cross) usage or awareness, by demographics, August 2014
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- Figure 85: Animal welfare (eg The Humane Society of the United States, PETA) usage or awareness, by demographics, August 2014
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- Figure 86: Military/Veterans (eg The Wounded Warrior Project, (USO) United Service Organizations) usage or awareness, by demographics, August 2014
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- Figure 87: Self-acceptance and anti-bullying (eg The Trevor Project, GLAAD) usage or awareness, by demographics, August 2014
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- Figure 88: Child welfare (eg UNICEF) usage or awareness, by demographics, August 2014
- Activities done
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- Figure 89: Activities done, August 2014
Appendix – Other Useful Consumer Tables
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- Influence of cause marketing on purchasing decisions
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- Figure 90: Influence of cause marketing on purchasing decision, September 2014
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- Figure 91: Influence of cause marketing on purchasing decision, by gender, September 2014
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- Figure 92: Influence of cause marketing on purchasing decision, by age, September 2014
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- Figure 93: Influence of cause marketing on purchasing decision, by gender and age, September 2014
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- Figure 94: Influence of cause marketing on purchasing decision, by presence of children in household, September 2014
- Reactions to cause marketing
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- Figure 95: Reactions to cause marketing campaigns, by age, September 2014
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- Figure 96: Reactions to cause marketing campaigns, by gender and age, September 2014
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- Figure 97: Reactions to cause marketing campaigns, by household income, September 2014
- How consumer learn about cause marketing
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- Figure 98: How consumers learn about cause marketing campaigns, by gender, September 2014
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- Figure 99: How consumers learn about cause marketing campaigns, by age, September 2014
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- Figure 100: How consumers learn about cause marketing campaigns, by gender and age, September 2014
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- Figure 101: How consumers learn about cause marketing campaigns, by household income, September 2014
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- Figure 102: How consumers learn about cause marketing campaigns, by race/Hispanic origin, September 2014
- Causes companies should support
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- Figure 103: Causes consumers think companies should support (top five), by age, September 2014
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- Figure 104: Causes consumers think companies should support (top five), by gender and age, September 2014
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- Figure 105: Causes consumers think companies should support (top five), by household income, September 2014
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- Figure 106: Causes consumers think companies should support (top five), by reactions to cause marketing campaigns, September 2014
- Attitudes toward cause marketing
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- Figure 107: Attitudes toward cause marketing – Positive, September 2014
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- Figure 108: Attitudes toward cause marketing – Negative, September 2014
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- Figure 109: Attitudes toward cause marketing – Any agree, by gender, September 2014
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- Figure 110: Attitudes toward cause marketing – Any agree, by age, September 2014
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- Figure 111: Attitudes toward cause marketing – Any agree, by gender and age, September 2014
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- Figure 112: Attitudes toward cause marketing – Any agree, by influence of cause marketing on purchasing decision, September 2014
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- Figure 113: Attitudes toward cause marketing – Strongly agree, by presence of children in household, September 2014
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- Figure 114: Attitudes toward cause marketing – Strongly agree, by influence of cause marketing on purchasing decision, September 2014
- Changes in Philanthropic behavior
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- Figure 115: Changes in behavior around cause marketing – Rebased, September 2014
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- Figure 116: Changes in behavior around cause marketing (more or about the same), by race/Hispanic origin, September 2014
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- Figure 117: Changes in behavior around cause marketing (more or about the same), by age, September 2014
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- Figure 118: Changes in behavior around cause marketing (more or about the same), by household income, September 2014
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- Figure 119: Changes in behavior around cause marketing (more or about the same), by race/Hispanic origin, September 2014
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- Figure 120: Changes in behavior around cause marketing (more or about the same), by presence of children in household, September 2014
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- Figure 121: Changes in behavior around cause marketing (more or about the same), by generations, September 2014
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- Figure 122: Changes in behavior around cause marketing (more or about the same), by influence of cause marketing on purchasing decision, September 2014
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- Figure 123: Changes in behavior around cause marketing – Less, September 2014
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- Figure 124: Changes in behavior around cause marketing – Any more or same use (more or about the same), by age, September 2014
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- Figure 125: Changes in behavior around cause marketing – Any more or same use (more or about the same), by influence of cause marketing on purchasing decision, September 2014
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- Figure 126: Changes in behavior around cause marketing – Less, September 2014
- Appeal of various cause marketing strategies
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- Figure 127: Appeal of various cause marketing strategies, September 2014
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- Figure 128: Any appeal of various cause marketing strategies, by gender, September 2014
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- Figure 129: Any appeal of various cause marketing strategies, by age, September 2014
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- Figure 130: Any appeal of various cause marketing strategies, by gender and age, September 2014
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- Figure 131: Any appeal of various cause marketing strategies, by household income, September 2014
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- Figure 132: Any appeal of various cause marketing strategies, by influence of cause marketing on purchasing decision, September 2014
Appendix – Trade Associations
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