Causes keep the workers

BOSTON: A new report has discovered that heightened employee loyalty is one of the prime reasons companies are deciding to launch cause-related marketing initiatives.

BOSTON: A new report has discovered that heightened employee loyalty is one of the prime reasons companies are deciding to launch cause-related marketing initiatives.

BOSTON: A new report has discovered that heightened employee loyalty is one of the prime reasons companies are deciding to launch cause-related marketing initiatives.

The 2000 Cone/Roper Executive Study, in consultation with the Harvard Business School Social Marketing Task Force, polled 211 marketing, foundation and corporate giving directors. It found that 85% of corporations say they back causes to enhance employee loyalty. Eighty-two percent say they support social issues to be a preferred employer.

In a supplementary study conducted by Cone and Opinion Research last month, 76% of Americans said they would be likely to choose a company that supports a cause if they were offered two jobs similar in pay and responsibilities. In addition, 90% of Americans that intend to change jobs within the next year said they would be likely to work for a socially concerned company.

The survey found that employee volunteerism was the most popular way for companies to support causes, with 86% reporting that they supported causes by encouraging their employees to volunteer. The survey cited Avon's Breast Cancer Awareness Crusade, an education and outreach campaign conducted by its half million sales reps, as an example of good practice.





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