THE WHAT AND THE WOW

Cause marketing is the blending of marketing and branding activities with CSR (corporate social responsibility).

Philanthrokidz created Takara to offer new and exciting ways for you to get involved with cause marketing to Tweens.

The facts about cause marketing*

Americans’ enthusiasm for cause marketing continues to strongly influence their purchase decisions:

88% say it is acceptable for companies to involve a cause or issue in their marketing;
85% have a more positive image of a product or company when it supports a cause they care about; and,
80% are likely to switch brands, similar in price and quality, to one that supports a cause.

Not only are consumers willing to switch among similar brands, they are also willing to step outside their comfort zones. When it supports a cause:

61% of Americans say they would be willing to try a new brand or one unfamiliar to them;
46% would try a generic or private-label brand; and,
Nearly one-in-five consumers (19%) would be willing to purchase a more expensive brand.

When price and quality are equal, we know most consumers will choose the product benefiting the cause,” explains Alison DaSilva, executive vice president at Cone. “But cause alignment can have an even bigger influence on consumer choice, pushing them to experiment with something different and unfamiliar. Cause branding is a prime opportunity for companies to extend beyond their traditional market and increase exposure to potential new consumers.”

*From the 2010 Cone Communications report on Cause Marketing

Philanthrokidz can help you to:

INSPIRE:

Spotlight CSR projects on and off Takara. Receive recognition for your CSR efforts.

EMPOWER:

Provide the means for Tweens to make a real difference in the world through a unique matching program that transforms virtual world fun into real world change.

CHANGE THE WORLD:

Bring much needed assistance to communities in need and support the charitable organizations that make this happen!