Which cause marketing issues are best for business?

Infographic: Not all causes are equally popular: some, like the environment, can provide a big boost to sales, while others, like reducing child mortality, don’t resonate. We look at the good causes that are best for business.

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When Walt Disney Pictures released Chimpanzee, a nature documentary, on April 20, it promised to donate 20¢ from each ticket sale to the Jane Goodall Institute. It was a virtuous act, but it was also designed to bolster the film’s opening weekend. Companies have long recognized that such “cause marketing” can burnish their brands and increase profits. Indeed, 66% of consumers prefer to support companies that give back to society, according to a recent Nielsen Co. study. But not all causes are equally popular: some, like the environment, can provide a big boost to sales, while others, like reducing child mortality, don’t resonate. So what benevolence offers the best return on investment? Below, we look at the good causes that are best for business.


 

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