March 1998



Champion a cause and maybe gain a sale

How much is support of a worthy cause worth to the public image of your business?

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.


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