In the last issue we looked at brands’ good behavior through the environmental lens. This issue of The Checkout examines brands’ philanthropic side and how cause marketing influences shopper behavior and ultimately purchase decisions.
When brands get cause marketing right, it can also be a big win for the product category. For example, Yoplait® by far, was ranked number one by shoppers as the brand they purchase most because of its association with a cause. The brand’s Save Lids to Save Lives® program celebrates its 13th anniversary this year, showing that long-term commitment to a cause program can pay off with high awareness and purchasing. Yoplait isn’t the only one benefitting; the company’s efforts have haloed the entire category, with yogurt in general taking the fifth spot on the list. Long-term commitment also leads to equity and affinity for the program itself. General Mills, for instance, is fourth on the list, with the company’s 17-year-old Box Tops for Education® promotion following close behind at number seven.