Cause-Related Marketing Brings in Sales: Study

Marketers looking to boost sales may want to concentrate on cause-related campaigns. A recent study by Cone and Duke University found that people are more apt to buy products from companies that are associated with a cause they hold dear.

According to study, nearly 80% of respondents said they would switch brands to the one that is associated with a good cause. And more than half (52%) said they felt companies should maintain their level of financial support of causes and nonprofit organizations. Another 26% expect companies to give even more.

“Consumers want to feel a connection to the issue and the nonprofit while fulfilling their personal needs,” Alison DaSilva, executive vice president, Knowledge Leadership and Insights, Cone, said in a release. “While this is a tall order for companies, it provides great opportunity for continued innovation and business growth.”

Among other survey findings were:

*85% of Americans said they have a more positive image of a product or company when it supports a cause they care about.
*85% feel it is acceptable for companies to involve a cause in their marketing, versus 66% in 1993.
*38% bought a product associated with a cause in the last year, up from 20% in 1993.

Cone polled more than 1,000 adults online in August for the study, which is available .

In a separate study, Cone asked 182 people to evaluate a new regional magazine. In the study, consumers were exposed to print ads for one of four brands and then shopped in a mock store that featured 150 products. Results showed a 74% increase in purchase of shampoo brand that was associated with a cause. In addition, there was a 28% sales lift a toothpaste brand that was linked to a cause, the study found.

“One thing we know for sure—consumers are paying more attention to cause messages, and as a result, are more likely to purchase,” Gavan Fitzsimons, Duke marketing professor and lead researcher on the study, said in a release. “This is clearly great news for brand managers, as every percentage increase can translate to millions of dollars in revenue.”