OneSpace：2023年货架信心报告-公益营销（英文版）（26页）.pdf

1、How to best leverage cause marketing in e-commerce to build your brandShelf ConfidenceShelf ConfidencebyCAUSE&EFFECTDid you know?Cause marketingCause marketing(or(or causecause-related marketingrelated marketing)refers to a business partnering its marketing refers to a business partnering its market

2、ing to the fundraising needs of a charitable to the fundraising needs of a charitable cause or noncause or non-profit organization for the profit organization for the benefit of both parties.benefit of both parties.American Express coined the term American Express coined the term causecause-related

3、marketing related marketing in 1983 in 1983 with its campaign to support the with its campaign to support the Statue of Liberty Restoration Statue of Liberty Restoration Project,which donated a penny Project,which donated a penny for each credit card purchase,for each credit card purchase,raising ov

4、er$2,000,000.raising over$2,000,000.And it should be no surpriseIn addition to just being In addition to just being the right thing to dothe right thing to do,cause marketing has business benefits:cause marketing has business benefits:Brand Brand EquityEquityBrand Brand LoyaltyLoyaltySales Sales Gro

5、wthGrowthEmployeeEmployeeMoraleMoraleCompetitiveCompetitiveDifferentiationDifferentiationIn fact7 in 10 7 in 10 U.S.millennials say U.S.millennials say its important to its important to them that the brands them that the brands they purchase from they purchase from have a charitable have a charitabl

6、e ponent.Source:5WPR Consumer Culture Report 2020Furthermore,Furthermore,71%71%said they would pay more for a said they would pay more for a product if they know that some product if they know that some of the proceeds go to charity.of the proceeds go to charity.AlmostAlmostAND that brand loyalty pa