The case for cause marketing from the viewpoint of fans, customers and the general public

1. THE CASE FOR CAUSE MARKETING

6. AWARENESS PURCHASE
RETENTION ASSOCIATION
BRAND EQUITY
RECOMMENDATION
CONNECTING THE DOTS

7. FEEL
SEE
DO
AWARENESS
84% of Irish consumers are aware
of one or more of a selection of
brands that support a good cause
EMOTIONAL BUY IN
62% of 16-24 year-olds in Ireland
feel more positive towards a brand
that supports a social cause
BEHAVIOURAL BUY IN
Over 40% of Irish consumers are
more likely to stay with a brand that
supports a cause or charity

11. SEE AWARENESS

12. 0%
10%
20%
30%
40%
50%
60%
70%
AWARENESS
84% of Irish adults
are aware of at least
one of the brand
partnerships
mentioned

13. 0%
10%
20%
30%
40%
50%
60%
70%
80%
AWARENESS
In general, the
female audiences
are more aware of
cause related
partnerships

14. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
16-24 25-34 35-44 45-54 55+
AWARENESS
Awareness was
strong amongst most
age cohorts with the
45-54 and 55+ more
likely to be aware

15. FEEL EMOTIONAL BUY IN

16. 0%
10%
20%
30%
40%
50%
60%
70%
16-24 25-34 35-44 45-54 55+
POSITIVITY 62% of 16-24 year-
olds in Ireland feel
more positive
towards a brand
that supports a
social cause

17. 18%
8%
11%
9%
12%
23%
13%
14%
10%
12%
Aware
v
Not
Aware
CLOSENESS

18. 33%
21% 21%
18%
30%
48%
39%
36%
33%
44%
TRUST
Aware
v
Not
Aware

19. DO BEHAVIOURAL BUY IN

20. 0%
5%
10%
15%
20%
25%
30%
35%
40%
16-24 25-34 35-44 45-54 55+
SWITCHING
One quarter would
consider switching
to a brand if it
supported a good
cause…

21. 0%
10%
20%
30%
40%
50%
60%
70%
16-24 25-34 35-44 45-54 55+
LOYALTY
Over 40% are
more likely to stay
with a brand that
supports a cause
or charity

22. 30%
16%
19%
16%
21%
33%
20%
27%
24%
28%
LOYALTY

23. 20
35
18
3
5
NPS SWING

24. Irish consumers are making the connections between
brands and causes with a high level of awareness for
many brand partnerships. The female and older age
cohorts are more aware.
Cause and social partnerships are helping to increase
feelings of trust and closeness between the brand
and consumer. Customers are more likely to say they
would feel positive about a brand than not.
Supporting good causes appears to have a stronger
effect on loyalty than on switching behaviours, with
younger audiences more receptive than older ages
cohorts. NPS is also positively impacted.
SEE
FEEL
DO

25. THANK YOU