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).

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.

This article was first published on Marketing