Cause-Related Marketing Improves Brand Image

67% of UK consumers think that more companies should be involved in cause-related marketing campaigns like Tesco’s computers for schools promotion, according to research carried out by ad-related charity Business in the Community.

The research shows that 32 million UK consumers regularly buy products and services linked to a cause or a charity and 77% of those that do say that it positively changes their perception of the brand involved.

Presenting the findings at ISBA’s recent annual Advertising Conference, Sue Adkins, director of Business in the Community, claimed that 70% of consumers are regularly influenced at point of sale by a cause-related promotion and said that she would like to see “every major brand” getting involved in similar intiatives.

She said: “Brands running cause-related marketing campaigns are perceived as being more caring, trustworthy and respectable. It has a positive influence on brand affinity and improves loyalty among consumers.”

According to Adkins, FMCG brand Mr Kipling experienced a 450% uplift in sales following its sponsorship of last year’s Red Nose Day, “proving the effectiveness of cause-related initiatives.” She said: “Cause related marketing partnerships in the UK are leading the way in bringing mutual benefits to businesses and charities in tandem. The key principles for effective campaigns are integrity, sincerity and transparency.”

Business in the Community plans to publish further research into cause-related marketing at its annual conference, due to be held in November.

Business in the Community: 0870 600 2482 www.bitc.org.uk

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