Consumers favour cause-related brands

Consumers are more likely to buy brands which are associated with good causes, according to research by Business in the Community (BITC).

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

real value.’

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

the day.’

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.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer