TO DO WELL, DO GOOD
Champion a cause and maybe gain a sale
How much is support of a worthy cause worth to the public image of your
Plenty, according to an editorial in Visual Merchandising and Store
Design. The magazine's editor, Janet Groeber, writes in a recent issue
about cause marketing and what it can do for brands and retail stores.
Groeber cites research showing that more than 75% of consumers in a recent
survey said they would be willing to change product brands to support a
cause they believe in. She quotes Edward Keller, president of Robert Start
Worldwide Market Research Co., as saying many consumers are increasingly
worried about social problems, and this trend "gives 'good-guy' products
the leading edge."
"Consumers overwhelmingly tell us that when brands are associated
with a good cause and the price and quality are equal, they absolutely would
consider switching," she writes.
"They also tell us they'd be likely to switch when the retailer
is associated with a good cause."
Copyright © 1998 by Bond Communications.