Panel: Does cause-related marketing make business sense?
With 88% of consumers wanting brands to help them be more environmentally friendly and 73% of millennials willing to try a product that supports a cause they care about, it’s not hard to see why brands are increasingly using cause-related marketing to try and drive sales. How are some brands able to successfully tap into the greater consciousness of consumers, yet some come out to cries of greenwashing? In this session, we’ll explore examples of where cause-related marketing has helped drive revenue and increase brand perception. We’ll also unpick why sometimes it can have the opposite effect. The risks of cause marketing for retailers in 2019 are high - but so are the rewards.