It appears these days the number one default marketing trick for brands is to support a cause or charity and to be seen to be actively donating a part of its profits.
The question remains: does it work and are consumers taken in by it?
US market research firm Toluna has asked 1000 Americans their opinions on brands who use social activism as a marketing tool. Better still, it’s compiled all the results in the handy infographic below.
Commenting on the study, Toluna’s CEO, Frédéric-Charles Petit, told US industry site Adweek: “Simply doing good is not enough; brands that wish to reach millennials through cause marketing must create a personal connection.
“As the purchasing power of millennials expands, brands will need to give greater attention to carving out a corporate social responsibility platform that consumers can identify with.”
Infographic reproduced from Adweek.
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