MSL Group / QORVIS reports that 69% of Millennials want companies to make it easier for them to support causes. And companies are listening. A recent Cone Cause Evolution study found that 41% of Americans had purchased a product in the past year specifically because it was affiliated with a social or environmental cause.
Increasingly companies are making it easy and fun for customers to support causes, including interactive experiences at trade shows. (More on that a little later in this article.)
Cause marketing has come to be characterized as, “Doing Well by Doing Good.” It’s not just one-sided corporate philanthropy; it’s engaging corporate customers more deeply in the brand as a vehicle for supporting the causes they care about.
When the model is well executed there are gains for everyone. View the document…