Consumers are more likely to buy brands which are associated with
good causes, according to research by Business in the Community
The research, which surveyed over 1000 consumers, found that more than
eight out of ten consumers (81%) are more likely to buy a product
associated with a cause they care about.
An even greater percentage (86%) said they have a more positive image of
a company they see doing something to make the world a better place.
The findings are part of a report produced by BITC called The Ultimate
Win Win Win. Tim Mason, director of Tesco and chairman of the BITC
cause-related marketing (CRM) campaign, said: ’Consumers are demanding
that companies operate in a socially responsible way and that they add
The research also shows that 67% of consumers think CRM should be a
standard part of a company’s activities, and almost 75% think it is
acceptable for businesses to involve a charity or good cause.
Sue Adkins, director of BITC’s CRM campaign, said: ’With price and
quality increasingly equal, consumers are looking further for points of
difference. They expect companies to help address the social issues of
BITC’s campaign to encourage more companies to use CRM was started in
1995 by Sir Dominic Cadbury of Cadbury Schweppes. It aims to generate
awareness and understanding of CRM activity. The campaign is also
supported by Centrica, Diageo, GWR Group, Lever Brothers, SmithKline
Beecham, Tesco and The Marketing Society.