Results for Consumers

Building a better world through brands

Building a better world through brands

August 01, 2002 Claims about the power of commercial tie-ups with charities grow ever more extravagant. That makes good practice and proper measurement more important than ever. Help is on the way. Read more >
Value of ethical consumerism

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

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

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 >
What Europeans think about CCI

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 >
From selling products to changing society

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 >