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September 2007 Archives
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September 17, 2007
Round Up with JC Penney
Posted by Kevin D. Hendricks | Filed under: Cause Marketing
Last Thursday I found myself at the mall shopping for clothes for my daughter who seems to outgrow clothes between trying them on and getting home. We were buying a new coat at JC Penney and the clerk asked if I'd like to round up my purchase to the nearest dollar and donate the extra amount to the the JC Penney Afterschool Fund. Turns out it's the Afterschool Round Up program JC Penney has been offering during the back to school shopping season and it ended on Saturday.
Tired and distracted from an evening shopping with a toddler, I mumbled something incoherent which the salesclerk took for a yes, and before I knew it I had donated a whole penny to a cause marketing campaign. I love the idea because it's so simple and easy, but I'm not a fan of their execution for two reasons.
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September 11, 2007
Young People Care About Causes
Posted by Kevin D. Hendricks | Filed under: Cause Marketing
This year's class of college students cares more about social causes than any group in the last five years, according to the Alloy Marketing and Media's College Explorer Survey. 37% prefer brands and companies that are "socially conscious," up 4% from previous years.
Students specifically ranked fair labor practices, environmental policy and philanthropy as the most important components of being socially conscious. In 2006 a different study of the general population found that 76% of people put a company's employee welfare ahead of all other considerations, underlining the importance of fair labor practices.
"There's a lot of research from Alloy, and other sources, showing that particularly among young people the notion of corporate social responsibility is a loyalty driver," said Samantha Skey, Alloy's executive vice president of strategic marketing.
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September 5, 2007
Big Mac and the Environment
Posted by Shawn Stewart | Filed under: Cause Marketing
Just saw this story come across the wire:
"Half-price Big Mac to fight global warming proves big hit in Japan."
It appears that cause marketing's really working in Japan when it comes to environmental issues. Or maybe, Japan just really, really loves Big Macs! Either way, interesting news for those interested in cause marketing.
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