Which would impress your socially-aware teenage nephew more: a set of high-performance headphones, sales of which support AIDS research, or a heifer in his name in Africa? It's the kind of question a growing number of shoppers are asking this season, as they look for gifts with a charitable tie-in while trying to dodge those that only say they do good.
Cone today filed a public comment in response to the Federal Trade Commission's proposed revisions to the Guides for the Use of Environmental Marketing Claims ("Green Guides"). Cone called upon the Commission to provide sufficient guidance to help marketers avoid misleading imagery in their environmental marketing and responded to the Commission's questions on recycled content claims. Our full comment appears below.
The U.S. Department of Homeland Security has enlisted a new partner in its fight against terrorism: Wal-Mart.
‘Tis the season for giving back, and companies should be prepared to lead the charge. Nearly nine-in-10 consumers (89%) want companies to support causes this holiday season, and 78 percent want to be personally engaged in these efforts. Getting a jump on their shopping, half (49%) of Americans say they have already purchased or plan to purchase a holiday gift that supports a cause this year, according to the 2010 Cone Holiday Trend Tracker.
A study finds that new media users follow a little less than five brands online, which makes it critical that brand communicators effectively get their messages across.
While social media give consumers new ways to express affinity for brands, they also give consumers a new way to display their fickleness. Amid the current enthusiasm for accumulating "followers," companies may overlook the latter part of the equation. A newly issued Cone Inc. survey detects factors that lead people to engage with a brand -- and those that may prompt them to disengage from it.
Last month’s early-morning car crash that left one person injured but Tom Brady unharmed was more than a close call for the New England Patriots quarterback. It was also a great marketing opportunity.
Even as new media adoption explodes – up 48 percent from 2009 – loyal followers can be hard to come by for companies trying to reach consumers online. With the world’s most loved brands a click of the mouse away, new media users still choose to demonstrate affinity (e.g., “like” on Facebook, “follow” on Twitter or subscribe to an RSS feed) for an average of only 4.6 companies online, making this club one of the most exclusive to which a company can hope to gain access. These are among the findings of Cone’s latest research, the 2010 Cone Consumer New Media Study.
Reporter Kimberly Maul talks to Craig Bida, the recently hired EVP and head of cause branding and nonprofit marketing at Cone, about his past work at P&G, trends in cause marketing, and his goals for the new position.
The Federal Trade Commission (FTC) has proposed several revisions to its ”Green Guides” that help companies avoid making misleading environmental claims.
Cause-related marketing came into its own when the economy was faring well. But, unlike some other fair-weather phenomena, consumers' interest in corporate support for worthy causes has not succumbed to the downturn of the past several years.
Cone today announces the promotion of Byron Calamese and Amy Russ, two veteran marketing communications practitioners, to vice president in the Business Development and Brand Marketing groups, respectively. In his role as vice president, Byron Calamese will help lead Cone’s Business Development department, and Amy Russ takes on additional account-lead responsibilities as a vice president in the Brand Marketing discipline. Both were promoted from director.
Consumers think companies should keep up their cause-marketing work, even during a recession, according to the 2010 Cone Cause Evolution Study. More than 80% of Americans have the same or even higher expectations for companies when it comes to cause marketing during tough economic times.
Forty-one percent of Americans say they have purchased a product in the past year because it was associated with a social or environmental cause (41%), a two-fold increase since Cone first began measuring in 1993 (20%). But even as their purchasing power grows, consumer appetite for socially conscious shopping has yet to be satiated. A full 83 percent of consumers want more of the products, services and retailers they use to benefit causes, according to the new 2010 Cone Cause Evolution Study, the nation’s only 17-year benchmark of cause marketing attitudes and behaviors.
Cone, pioneer in the field of cause branding, has named Procter & Gamble veteran Craig Bida to play a dual role as head of its recognized Cause Brandingsm and Nonprofit Marketing disciplines. Craig Bida will join Cone this September as executive vice president. He has more than 20 years of experience in the private, public and nonprofit sectors, including an 11-year tenure at Procter & Gamble where he managed some of the world’s leading brands.
Cone is pleased to be recognized as a leader among sustainability communications providers in “Green Quadrant: Sustainability Communications Agencies (US),” conducted by independent research firm Verdantix. This is the second commendation for Cone’s Corporate Responsibility (CR) discipline this year, as it was earlier named a top five corporate responsibility agency by CR Magazine. Cone formally launched its CR discipline in 2006.