What is Cause Marketing?

Cause marketing, also called cause-related marketing, is a strategic positioning and marketing discipline that links a company and its products and services to a social cause or issue. A Cone/Roper study on cause marketing revealed some significant findings:

• When price and quality are equal, 76 percent of consumers say they would be likely to switch brand or retailer associated with a good cause.
• More than 80 percent of Americans consumers say that they have a more positive opinion of a company that is doing something to make the world a better place.
• The primary reason companies engage in cause marketing is to build deeper relationships and trusts with consumers and to enhance the company's image.

For more information

Kit Herrod, Director of External Relations
206.667.5543
kherrod@fhcrc.org