"Industry experts say that this approach has its benefits: engaging with consumers in social media, boosting small charities that can't compete with marketing juggernauts such as Susan G. Komen for the Cure, and free market research that results in more effective advertising campaigns.
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More involved consumers
"We're definitely seeing a trend with consumers being passionate about giving back and helping others," Quaker Chief Marketing Officer Kirsten Lynch said, noting that the struggling economy only adds fuel to this fire. "Even with children, it rises to the top of the list of things they're passionate about." According to the company, U.S. consumers are 31% more involved in philanthropic causes and volunteerism than they were a year ago. ...
Will be there some cynics out there? Maybe. But there's a groundswell right now to do good things."
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Tellingly, 79% of consumers say they would be likely to switch from one brand to another (when price and quality are about equal) if the other brand is associated with a good cause. That's up from 66% in 1993, according to Cone. "
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