Cause Related Marketing Pitfalls
By: Bill Abramovitz
You may have noticed that “Consumer: The Next Generation” is much more concerned with the social, philanthropic and environmental values than its predecessors. This explains the rush by some companies to align themselves with non-profit organizations and causes to “get me some of those values.”
Consumers are becoming increasingly cynical about cause related marketing, especially when there’s a disconnect from the cause and the company’s actions. For example, a company that manufactures toys that contain carcinogens supports breast cancer. Level of engagement counts, too. Donating 25 cents of every cereal box sale to the disease du jour is great, But, without educating employees, suppliers, and website visitors, the involvement, consumers may perceive the involvement as being purely utilitarian.
For a different perspective on cause related marketing and how it may actually harm the cause of philanthropy, see Angela Eikenberry’s article, “The Hidden Costs of Cause Related Marketing” in the Stanford Social Institute Review.
http://www.ssireview.org/articles/entry/the_hidden_costs_of_cause_marketing/
Tags: cause related marketing, hidden costs of cause related marketing, non-profit organizations, philanthropy, socially responsbile advertising