Results for Consumers
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 >
Caring for consumers together
February 01, 1998 Renewed criticism of the way some banks and insurance companies treat vulnerable consumers has put the spotlight on the whole industry. Leading companies must act together if they want effective action to tackle social problems - and change public perceptions. Read more >
A reward beyond virtue
December 01, 1997 Business in the Community has conducted more research into the practicalities of cause-related marketing, as more companies learn how best to profit from their virtues. Read more >
Improving reputation by choosing causes
December 01, 1996 In their second article, Stephen Welch and Charlotte Hines of MORI examine the different projects companies can chose to support when trying to improve their reputations. Read more >
Selling the cause short
December 01, 1996 Two new surveys by Business in the Community put the spotlight on marketing practices. Identification with a cause can boost sales, but companies must also examine the social impact of all their advertising and so avoid charges of hypocrisy. Read more >
Corporate responsibility improves reputation
October 01, 1996 Knowledge of community involvement is important to the general public in forming a view of corporate reputation, say Stephen Welch and Charlotte Hines of MORI in the first of two articles, especially so among certain key groups within the public. Read more >