Cause-Related Marketing is a strategic marketing practise which links a company or its products to a social cause or issue. By demonstrating their commitment to addressing issues which impact their customers' lives, companies are able to boost corporate sales while building customer loyalty and trust, developing public awareness, boosting employee morale and commitment, differentiating the company from its competitors and being good corporate citizens.
WHY CAUSE-RELATED MARKTING?
Those most receptive to cause-related marketing are those most likely to make key purchasing decisions: women 18-49 (84%) and parents of young children (81%). When price and quality are equal, 76% of consumers would likely switch to a brand associated with a good cause.
Cause-related marketing is here to stay, and it’s a strategy worth embracing. A 2006 American consumer study from Cone Inc. shows that 78% of the generation born 1979-2001 believes that companies have a responsibility to “make the world a better place” and they are ready to reward or punish companies based on that criterion. The same study shows that 89% of those studied are likely or very likely to switch from one brand to another, if the second brand is associated with a good cause.
Tumbleweed Press is very proud of the work we've done in the field of issue-related children's books. We have partnered with companies such as the Gap, Honeywell, Procter & Gamble, Glaxo Wellcome, Kraft and American Express to produce and distribute books about asthma, volunteering, food allergies, Alzheimer Disease, and racial/religious tolerance.
