For Cause’s Sake!

Consumer Behavior Study Confirms: Cause-Related Marketing Can Exponentially Increase Sales

aids_ribbonAs the term cause-related marketing reaches its 25th anniversary and a sea of pink ribbons washes over the U.S. this month, a new consumer behavior study confirms that cause-related marketing can exponentially increase sales, in one case as much as 74 percent, resulting in millions of dollars in potential revenue for brands.

The 2008 Cone/Duke University Behavioral Cause Study, released today by Cone and Duke Universitys Fuqua School of Business, validates for the first time that cause-related marketing can significantly drive actual consumer choice 

 

Substantial cause-related sales lift for two of the four consumer packaged goods categories tested:

  • 74% increase in actual purchase for a shampoo brand when associated with a cause
    • (47% of participants who saw the cause-related message chose the brand while only 27% of those who saw the generic corporate advertisement chose the brand)
  • 28% increase in actual purchase for a toothpaste brand when associated with a cause
    • (64% of participants who saw the cause message chose the target brand vs. 50% who viewed the generic corporate advertisement)

 

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