Case 25: Cause-Related Marketing: Are You Buying It? Background | Critics | Champions | Related Topics | Other Background The Cause Marketing Movement This PDF article from Wiley Publishing describes cause marketing—the golden mean merger of philanthropy and sponsorship. What is Cause-related marketing? Definition from GrantSpace’s Knowledge Base webpage provides information about cause marketing, or CRM, and offers links to more information. What is CSR? The website Investopedia breaks down the acronym for Corporate Social Responsibility and provides some historical perspective. Cone Communications/Ebiquity Global CSR study Link to the study referenced in Case 25 which surveys consumer attitudes, perceptions and behaviors around CSR. IEG Sponsorship Report Link to the Cause Marketing Forum website which breaks down the IEG study predicting $2 billion in cause sponsorship in 2016. Critics The Social Responsibility of Business Is to Increase Its Profits Link to Milton Friedman’s 1970 article in the New York Times Magazine, re-published in the textbook Corporate Ethics and Corporate Governance. BUY (LESS) Targets CRM This March 2007 article by Chicago Tribune reporter Nara Schoenberg addresses criticism of the (RED) campaign by the website buylesscrap.org. Save the Nonprofits A critic is concerned that cause marketing ignores nonprofit groups that do not fit corporate criteria for return on investment. Is October Pink? This Huffington Post blogger is taking aim at pinking—cause marketing gone awry. Spare Me the Charity A CBS News opinion article by Richard Kim asks readers to consider that shopping is not charity. Champions The Pampers and UNICEF partnership Article from Advertising Age in 2015 tells the story of how this CRM relationship likely saved 500,000 newborns in 17 countries. Pro-pinking The Breast Cancer Research Foundation defends cause marketing and “pinking.” Cause Marketing Professionals This article provides a look at what makes a corporate/non-profit relationship successful. Cone Communications Home Home page of the firm that believes building successful brands and making a positive impact on the world are not mutually exclusive. Advocate a Cause CEO Chris Rosica offers a summary of cause marketing as a business strategy (video). Related Topics Corporate social responsibility and the transformation of bottled water into a ‘consumer activist’ commodity Abstract from article in Discourse & Society Journal by Brei and Bohm referenced in Case 25 that discusses the 1L=10L for Africa campaign by Danone. Diesel’s Double Entendre for a Cause Diesel Jeans developed a campaign that both supports and pokes fun at a popular cause—global warning. Ethics and Cause-related Marketing YouTube link to MBA Jennifer Lombardo’s breakdown of some of the issues at hand (video). Other Consumers Want More This 2010 study showed the majority of consumers want more products linked to causes they support. Cause Marketing Forum Home The Cause Marketing Forum Web site provides marketing information including best practices, news, and online tools.