Americans want to see companies do good. Yes, due to the current economic debacle, they want to see companies bottom lines increase. But I’m taking about doing GOOD: cause marketing.
According to a recent MediaPost article, 41% of Americans said companies should increase their spending on cause marketing. That’s major.
Apparently the thought is that we, the people, would much rather see a company spend dollars on making the world a better place before sponsoring a Knicks game.
What I find most interesting is that authenticity is a huge deal when it comes to this cause marketing stuff: we don’t want companies to just throw money at a cause and call it a day. We’re challenging them to talk the talk and walk the walk.
Kudos to us for that.