At a time when you'd expect retail advertising to be only about
"low, low prices," it's striking how many companies are mixing value and values
messages:
The latest
PRWeek/Barkley PR Cause
Survey helps explain why retailers invest in cause marketing at their most
critical time of the year. Among the survey's findings:
-- 97% of marketing executives polled called cause "a valid
business strategy."
-- 91% of consumers said it was important for companies to support a cause
(up from 86% in 2008)
Unfortunately, the survey also showed that the economic downturn has led
37% of consumers to cut back on charitable donations. Cause marketing is
not a substitute for personal giving, but at a time of such great need it's
great to see more companies helping fill the gap.