Cause marketing works, but consumers are skeptical

10/7/2013 |

More than half of U.S. shoppers responding to a Cone Communications study bought cause-related products in the past year. Still, many consumers say they're skeptical about companies' commitment to such causes. "U.S. consumers' hearts are in the right place, but they are clamoring for proof of progress," says Cone's Craig Bida.

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