Cause marketing is taking off, according to the 2012 Edelman "goodpurpose" study, with almost half of all shoppers saying they've bought products from brands that support good causes. More than half of those surveyed said they wanted to see companies doing more to spur green innovation and to address big societal issues. "If you're even thinking about hitching your company's wagon to a cause, you should take the time to review all sections of the report," writes Cynthia Boris.

Full Story:
Marketing Pilgrim

Related Summaries