In Hawaii Business magazine, Andrea Lum, director of Bennet Group Strategic Communications, offers some great high-level insights on the benefits to small businesses of cause marketing. One bit of information from the piece jumps right out:
[...] 87 percent of consumers say they would switch from one brand to another if the other brand were associated with a good cause, according to a national survey by Cone Communications.
Today's consumers want more than a product for their money--they also want to see that their money is making a positive difference in the world in some way. Cause marketing adds value for both consumers and brands, all while making the world a little bit better for all of us.
For further reading, refer to Corporate Social Responsibility Newswire on the Cone Communications study to which Lum refers in the above article.