Consumers

How sceptical should we be of claims by consumers that they will switch to a brand associated with a cause? After all, it is hard to say to a pollster you will not, when price and quality are equal. So asking whether you will pay more or whether you already do buy such products are surer tests. Marketing campaigns are won or lost on the ability to gain just fractional percentage gains in market share. So no marketing department can ignore this strong evidence.

The growing number of such schemes confirms this, as do charities like Oxfam rapidly expanding their own sales using their responsible brand image. With business now viewed as the most important group, after government, in tackling social ills, companies who wish to maintain their reputations can leave no stone unturned. Cause marketing can help.

But enormous care and preparation is needed. Making a clear commercial link with a cause invites scrutiny of other business practices - and the charge of hypocrisy. A good place to start is the marketing department itself, asking how responsible is all advertising. This is not about including a few black people or a man doing the washing-up. Effective advertising fully understands and reaches all consumers in the target group. Responsible advertising does not alienate minority groups in society. It also sells more products.

Corporate Citizenship Briefing, issue no: 31 - December, 1996