Be Cause Related: Why Consumers are Pushing Brands to Do Good
摘譯者：張雅婷
November 25, 2010 - Sheila Shayon
企業的「善因行銷」已經不再那麼流行了，過去企業贊助的大型行銷活動，可能會無法彰顯資金投入的成效，所以下面的報導提出，應該要結合當地民眾感興趣的話題，並投以相當份量的活動規模，這樣成效才能從贊助活動中顯現出來。
"Cause-related marketing, as we know it, is dead. It's not about slapping a ribbon on a product any longer", according to Carol Cone, managing director of brand & corporate citizenship at Edelman, the public relations and corporate communications agency.
"Americans seek deeper involvement in social issues and expect brands and companies to provide various means of engagement. We call this the rise of the 'citizen consumer,'" adds Cone.
Citizen consumers, when asked in the fourth annual Good Purpose Global Study which brands are “placing as much or more importance on supporting a good cause as they place on profits,” identified five brands: Pepsi, Newman's Own, Nike, Coca-Cola and Tide.
Responses also varied by country. In Mexico, Danone came in first, followed by Coca-Cola, Bimbo (the bakery brand) and Nestle, while in Canada, McDonald’s was #1, followed by Dove, Tim Hortons and Dawn.
As the New York Times recently noted, 87% of participants said, “Business needed to place at least equal weight on the interests of society as it did on its own interests.”
Furthermore, 47% believe that brands support causes – not because they really care – but for publicity and promotion—an increase of 10% in skepticism since last year’s survey.
Citizen consumers are helping define the next iteration of cause-wired marketing by engaging with brand campaigns that authentically and quantifiably support the best in online social activism. Cone’s recommendations to companies aspiring to impress citizen consumers: Understand the values, mission and purpose of the company and align these criteria with a cause.
出處：Link
