Cause-related marketing (CRM) is a comparatively new tactic that has been increasingly adopted by corporations. This report provides an in-depth examination of the cause-related market and the following topics:
- Benefits of CRM. Mintel’s exclusive research, along with secondary sources, quantifies how CRM benefits corporations. Some of the areas measured include the likelihood of purchase between CRM and non-CRM affiliated products, customer loyalty, brand awareness, and the “halo effect.”
- Who responds to CRM and why. Gender, household size, the presence of children, and ethnicity are all-important factors driving the support of products with CRM campaigns. Mintel examines these various groups in detail, along with their motivations for purchasing products.
- How respondents learn about CRM, and the programs they support. Mintel analyzes which mediums are most effective, and which programs consumers in turn support.
- What causes consumers want supported and what they will purchase. This report determines what causes respondents want supported by their age, ethnicity, gender, and so forth, and the types of products they are most likely to purchase as a consequence.
This in-depth analysis provides the reader with a comprehensive picture of the CRM marketplace, consumer attitudes and preferences, and important trends shaping the near future.
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