Cause Marketing Even More Important for Women In Down EconomyTweet
What do female consumers want from companies? The answer is simple: They just want them to be good.
Self MagazineIn 2007, Self magazine released results from a study titled GOOD, which examined how women react to cause marketing. Its findings encouraged cause-supporting companies to make the move from telling consumers about how the company was giving back, to telling consumers how they were helping the company give back–the consumer feels better about herself when she supports “good” companies.
Self recently released GOOD 1.5, which delves deeper into women’s responses to cause marketing and is relevant given how different the economy is from 2007. Cynthia Walsh, executive director of marketing for Self, said that while many marketers expect consumers to care less about “good” in this environment, the opposite is actually true.
October 20, 2009 | Topic: Business