Cause marketing dos and don’ts – from a consumer perspective

Curated from BizCommunity

IMG_0575With recent disasters like the storm in Cape Town and Knysna fires, brands have stepped in to help. We asked our community of consumers for some cause marketing pointers.
Cause marketing dos and don’ts – from a consumer perspective
With one of Cape Town’s worst storms in years and fires in Knysna that have left a number of people homeless, brands across the country have stepped in to help. To indicate an idea of scale, both FNB and ABSA have donated R10m each to the cause. But we must ask ourselves: What is the best way to do this that not only helps people in need, but also meets consumer expectations of the brand? We know that brands doing good is something consumers now expect. With this in mind, we used our proprietary online briefing tool, The Greenhouse, to survey our South African grass community to get their opinions about cause marketing and what brands should do to get it right.

This quote from Wanda, 22, sums it up so well: [Cause marketing] gives the brand a bit of humanity!

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