Insights from Cone
With financial investments nearing $1 billion, major Olympic sponsors often look to leverage the inspiring, warm-fuzzy halo of the events and athletes to build their brand affinity and bottom-line. This time around, however, sponsors are also trying to mitigate risk and protect their reputations as activists pressure them to take bold stands against Russia’s domestic legislation banning homosexual “propaganda.”read more
Too often as marketers we try to tailor our strategies based on demographics. Yet, when it comes to engaging consumers around CSR, the approach is not as straightforward. Individuals of all different ages and backgrounds have varying levels of support for companies’ CSR efforts – but we see them come together around a shared belief regarding their personal roles in addressing social and environmental issues through their purchases.read more
It’s that time of year again—when Top 10 Trend lists suddenly appear like lights on a tree (so far I’ve counted dozens, including Tech Trends, Green Marketing Social Media Trends, Corporate Social Responsibility (CSR) Trends, Supermarket Trends, even the heart-stopping 2014 Top-Ten Call Center Trends).read more
From the massive Bangladesh fire and factory collapse, to the horse meat scandal and ongoing international natural disasters, 2013 was a year of new issues, challenges and opportunities within CSR. Companies and consumers alike were bold, even brazen, in their approaches to accelerating positive change. This year was marked by continued digital innovation, audacious goals, new industry support and unexpected partnerships. Cone Communications has simplified its years’ worth of CSR tracking to share the top 10 trends of 2013.
With the New Year almost upon us, companies may be making some resolutions to ensure their CSR and sustainability efforts start off on the right foot in 2014. To give companies a leg up on their planning, we’ve highlighted five CSR trends that are likely to pop up on corporate radar screens and gain more traction in 2014.read more
As we enter the biggest charitable giving time of the year, companies are embracing the holiday spirit with an eye toward the greater good. But, even during this time of generosity, cutting a check alone isn’t going to cut it. According to the 2013 Cone Communications/Echo Global CSR Study,only 7 percent of global citizens believe donating cash or products is the priority way companies should address pressing, complex social and environmental issues.read more
Corporate cause marketing around the breast cancer issue seems to be fading for the first time in 20 years.
Although shoppers have been inundated with pink products recently, this year marks a turning point, with fewer breast cancer cause marketing programs in the market versus last year. As a pioneer in developing cause marketing programs for companies, we believe this is a result of a variety of factors, from increased scrutiny of campaigns and nonprofit partners to consumer desensitization to the cause. But with no cure on the horizon, there's still room for authentic and effective support of breast cancer awareness and research.read more
Companies have long embraced corporate support of social and environmental issues to build brand relevance and consumer support; but today, marketers must evaluate new audiences as part of their efforts to create meaningful social impact. Among those new audiences are multicultural consumers – particularly Hispanics and African Americans, who, according to the 2013 Cone Communications Social Impact Study, are the driving forces behind the evolution of cause to more robust social impact.read more