Brands benefit from cause marketing, even in downturn

10/12/2008 | Advertising Age (tiered subscription model)

Companies including Sears, Target, General Mills, Office Max and Procter & Gamble are finding that cause marketing delivers added value in a weak economy, in part because it lets consumers combine charitable giving with everyday shopping. Carol Cone, founder and chairman of strategy and communications shop Cone, Inc. said, "If [consumers] can also have an easy and inexpensive way to help with a cause that's relevant to them, it adds value to the shopping experience."

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