causemarketingforum's posterous

David Hessekiel  //  David Hessekiel is the founder and president of the Cause Marketing Forum, a business dedicated to helping companies and causes succeed together.

Nov 22 / 12:19pm

Dealing with skeptics? Helpful advice

Along with falling leaves, when October comes I know I can count on seeing:  1) a tidal wave of breast cancer campaigns and 2) a bevy of critical articles, some thoughtful, some just knee jerk attacks.

I suspect there would be a lot more cause marketing of all stripes if it were not for corporate fear of press and consumer skepticism.

Self VP/Publisher Kim Kelleher has seen this first hand during two years of talking to companies about the magazine's GOOD research.   In fact, consumer skepticism was the top reason marketers gave her for not talking about the good they were doing.

In response, Self focused its latest survey of women on exploring skepticism.  They came up with some very useful insights:

1) Only 16% of consumers meet the magazine's definition of highly skeptical.

2) Surprisingly, these skeptics are MORE likely to purchase products from companies they perceive as doing good things.

3) Skeptics are highly involved in supporting causes -- their skepticism comes from caring.  

Self suggests companies embrace, not avoid, the skeptics out there through transparent, ongoing communications and long term -- instead of quick promotional -- cause commitments.   (Click here for a more in-depth description of this terrific study and its recommendations.)