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

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


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 is getting to be the brand.

Meanwhile, marketing thinking has reacted away from the fragmented approach of the eighties whereby each kind and type of marketing had to justify itself on a stand-alone basis, towards a far more holistic approach with more emphasis on the life-time relationship between the brand/company and the consumer/customer/user.