01 December 1999

RECENT RESEARCH by Business in the Community - the cause related marketing pressure group founded in 1995 by Sir Dominic Cadbury - reveals that shoppers are more prone to buy brands associated with good causes. Of a sample of over 1,000 consumers, 81% said they are more likely to buy a brand linked to a cause they care about; while 86% declared that they had a more positive image of companies perceived to be doing something to make the world a better place. Sixty-seven per cent agreed that cause related marketing should be a standard company activity, and nearly 75% believe it acceptable for businesses to be involved with a charity or good cause. Says the chairman of BITC, Tesco director Tim Mason: 'Consumers are demanding that companies operate in a socially responsible way and that they add real value.'