Brandchannel | Cause Marketing Grows, But Is A Backlash Ahead?

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Cause Marketing Grows, But Is A Backlash Ahead?

It will shock nobody that consumers who believe their purchases are doing "good" tend to make a lot more of them. But as everyone gets aboard the cause marketing gravy train, calls of "enough already" can already be heard.

Edelman's 2009 Goodpurpose Consumer Study found that a full 57% of consumers worldwide say a brand or product earned their business because it was associated with, or supported, a good cause. Such "cause marketing" campaigns include Brita's FilterForGood program (reduces bottled water waste), numerous Breast Cancer Awarenesses like Purple Labs ' Sealed With A Cure lip gloss, and Milk-Bone dog treats ...

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