Chuck Beeler, director of social branding at independent marketing communications firm Eric Mower and Associates (EMA), was recently interviewed by PRWeek for his insights on cause-related marketing initiatives in a tough economy.
The article, “Cause initiatives endure despite budget cutbacks,” cites the EMA Cause Marketing and the Economy Poll, conducted nationally in November to gauge how current economic conditions affect the emotional connection created between consumers and brands through cause-related marketing.
According to the poll, reports the trade publication, “the continued emphasis on charitable giving and cause marketing fits consumers’ expectations of corporate behavior.”
“The poll validates a lot of the information we already knew. Relative to the effect of a cause and purchase decision of a consumer, there are consumers out there that are willing to pay more for a product if it benefits a charity,” said Beeler.
The article appears in the Dec. 22 print edition of PRWeek. Read it online here.