Cause related marketing and consumer loyalty. What are companies doing and how does it work?

Peter Hayes

As a new marketing discipline that deserves wider use, cause related marketing has been defined as: 'the activity by which a company with an image, product, or service to market, builds a relationship or partnership with a 'cause', or a number of causes, for mutual benefit'.

Cause related marketing and consumer loyalty. What are companies doing and how does it work

Peter HayesResearch International, Business in the Community, Cause Related Marketing Steering Group, United Kingdom

INTRODUCTION AND OVERVIEW

The marketing of the product, and the presentation to the world of the company that makes it, are increasingly coming together. Partly because of higher expectations of corporate responsibility by consumers, partly because of the speed of worldwide communications ('the corporate paparazzi' effect), and partly because of straitened marketing budgets that demand more from core brands:

the brand is getting to be the company and the company...

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