“Learn how any brand can effectively connect with consumers by marketing through social good.
How ‘good’ are you? Do consumers associate your brand with positive social impact, or see you as just another company out to make a buck? It matters, because 82% of consumers are influenced by brand support of social issues. (2013 Cone Communications Social Impact Study)
Typically, when brands want to associate with a cause, they use a traditional cause-marketing campaign and give a percentage of sales to a specified non-profit for each purchase made. While effective at point-of-sale, with 89% of American consumers likely to switch brands to one that supports a good cause (Cone), there is no real follow-up, nor engagement.”