Cause Related Marketing: Who Cares Wins

Cause Related Marketing: Who Cares Wins

Cause Related Marketing: Who Cares Wins

Cause Related Marketing: Who Cares Wins


Cause Related Marketing's time has come. Consumers are demanding greater accountability and responsibility from corporations. In an environment where price and quality are increasingly equal; where reputation and standing for something beyond the functional benefits of a product or service is all, brands are constantly competing for customer loyalty and consumer attention. 'Cause Related Marketing' is one of the most exciting areas in marketing today which benefits both business and society.

'Cause Related Marketing':
• positions Cause Related Marketing in the context of marketing, corporate social responsibility and corporate community investment.
• explores who cares and why, providing research analysis into corporate and consumer attitudes both in the UK and internationally.
• uses The Business in the Community Cause Related Marketing Guidelines, written by Sue Adkins and introduced by HRH The Prince of Wales, providing an in depth exploration of the key principles and processes that go towards creating excellence in Cause Related Marketing.
• includes vignettes and in depth case studies to provide illustrations of Cause Related Marketing through a spectrum of examples both national and international.

Sue Adkins, Director of the Business in the Community's Cause Related Marketing Campaign is acknowledged as an international expert. She is recognised as having put Cause Related Marketing on the map in the UK and leading the drive to establish Cause Related Marketing as an increasingly legitimate part of the marketing mix in the UK.


In 1995 Business in the Community established the Cause Related Marketing Campaign, founded by Cadbury Schweppes plc and led by Sue Adkins. It was supported by a number of key companies including BT, Cadbury Ltd, Countrywide Porter Novelli, Lever Brothers Ltd, NatWest, Research International (UK) Ltd, TESCO PLC and The Marketing Society, each represented by senior executives. Since then Countrywide Porter Novelli and NatWest have moved on from the campaign, and Barclays Plc, Centrica plc, DIAGEO, GWR Group plc and SmithKline Beecham plc have joined the campaign leadership team.

The objective of the Business in the Community Campaign is to generate awareness and understanding of Cause Related Marketing, promoting a greater quality, extent and excellence of programmes. This clearly reflects the wider mission of Business in the Community to ‘inspire business to increase the quality and extent of their contribution to social and economic regeneration by making corporate social responsibility an essential part of business excellence’.

In the first four years the focus has been on defining and scoping Cause Related Marketing; developing the awareness and understanding and beginning to establish Cause Related Marketing as a legitimate part of the marketing, corporate affairs, community affairs and corporate fundraising mix.

It is clear through case study and research evidence that Cause Related Marketing is an effective way of enhancing corporate image, differentiating product and increasing both sales and loyalty.

What we mean by Cause Related Marketing is really nothing more than another aspect of enlightened self-interest whereby we promote our products . . .

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