Do-Gooders

Tue, 20 Feb 2018 00:00:00 -0800

Cause-related marketing has been around for a long time. It happens when a business or brand goes to market with a product or service and a promise to support a worthwhile cause. These tactics can include promotional offers linked to charitable giving or more integrated approaches such as the one-for-one model made popular by Tom’s and Warby Parker. The question is: how successful are these programs at driving sales for the marketer and for driving good deeds for the public.

Do Brands Do Better by Going Green?

Sun, 11 Jun 2017 16:08:00 -0700

I am often asked by clients how much consumers really care about eco-friendly brands? Does going green create a real brand halo?

Environmental concerns are highly prevalent in media today, particularly in the context of climate change. In recent weeks, coverage of these concerns has dramatically increased as the Trump administration withdrew from the Paris Climate Agreement. Many big brands responded immediately to the President’s action, stating their intent to follow-through with standards established by the Paris accord and to aggressively reduce their environmental footprint. So, one would guess that making such public stands has a brand benefit.

Causes on The Findings Report

Do-Gooders

Do Brands Do Better by Going Green?