According to Edelman's 2009 Goodpurpose Consumer Study, 57% of consumers worldwide say a brand or product earned their business because it was associated with, or supported, a good cause. Edelman's chief creative officer and founder of Goodpurpose, Mitch Markson, is quoted in Brandchannel:
People all over the world are now wearing, driving, eating, and living their social purpose as sustained engagement with good causes becomes a new criterion for social status and good social behavior.
You can read the full article here: Cause marketing grows, but is a backlash ahead?
For more on pink marketing, this other article offers an interesting perspective: Breast-cancer brands aren’t all equal.
If you understand French, you might want to watch my interview on the subject on TFO via this link:
Comments