Results for Consumers
Value of ethical consumerism
October 01, 2001 As consumers become more influenced by the social impact of the products, and the companies from which, they buy, Sue Adkins details how cause related marketing campaigns have proven business and social benefits. Read more >
Building trust in the brand
December 01, 2000 More and more companies are running cause-related campaigns. In confused and competitive marketplaces, high levels of trust in the brand help to retain loyalty Read more >
Millennium blues: a corporate hangover in prospect
December 01, 1999 Millenium hype is going into overdrive. While some companies have resisted all the blandishments to get involved, others have committed very significant budgets. Who is doing what and will they benefit? Peter Truesdale investigates. Read more >
Caring and winning – the future of successful cause-related marketing
October 01, 1999 David Grayson warns that cause-related marketing must evolve into a coherent part of wider corporate community involvement, or companies will face growing criticism from sceptics in the media. Read more >
What Europeans think about CCI
August 01, 1999 Is corporate community involvement just a British preoccupation? Not according to the first ever study of public attitudes in France, Germany, Italy and the UK, conducted by Fleishman-Hillard, which reveals remarkably similar attitudes. Read more >
Taking less on trust: big business blues
April 01, 1999 This year MORI celebrates its thirtieth birthday. To mark the event, the polling organisation has dug out data from its records on changing public attitudes to big business. Read more >
From selling products to changing society
February 01, 1999 The inventiveness of marketing campaigns linked to a cause continues to astound. Evidence from overseas shows they can be equally effective in different cultures. But the power of marketing to alter social behaviour for the better has barely been tapped. Read more >
Does corporate social responsibility matter to the City?
December 01, 1998 Charlotte Hines and Stewart Lewis of MORI examine the latest evidence of City attitudes to community involvement. Read more >
Principles and good practice for cause related marketing
October 01, 1998 Business in the Community's Cause Related Marketing Campaign has been running since 1995. This summer it produced the first ever Cause Related Marketing Guidelines which aim to provide guidance towards excellence. Here the campaign director, Sue Adkins, sets out how marketing partnerships can yield mutual benefits. Read more >