A deeply rooted tenant of cause marketing is that when given a choice between two brands of similar price and quality, consumers will switch brands to one that is associated with a good cause. In fact, our 2017 Cone Communications CSR Study found nearly nine-in-10 (89%) would make that switch, steadily rising from 66 percent of consumers in 1993. And many brands over the years have harnessed this key learning – from (RED)’s many partners to TOMS buy-one, give-one approach.
Around the country, millions of people tuned in to watch Super Bowl LIII, a day not only for the competition between two franchises, but also a time when brands pull out all the stops for advertising campaigns. In fact, 17.7 percent of adults watching the game say the ads are their favorite part of the Super Bowl. And like Super Bowls of the past, some of the standout ads from this weekend’s game did more than just promote the latest product.
As the year draws to a close, Cone evaluated 365 days’ worth of Purpose-driven campaigns to bring you the top 10 trends of 2018. Join us as we count down through what trended in 2018, the implications for businesses and what’s on the horizon for 2019.
While 2017 was the year companies stood up for social justice issues, 2018 will be regarded as the year companies took action. Supporting social justice issues became mainstream this year as employees turned into activists demanding change within their own companies and businesses joined growing social movements – lending support to grassroots efforts like #TIMESUP and March for Our Lives.
Purpose has become a catch-all phrase that means different things to different people. Consumers are demanding that companies do more than make a profit and are basing their decisions on what to buy and where to work based on a company's responsible business practices and support of social and environmental issues.
Award-winning agencies Porter Novelli and Cone bring together expansive expertise to make a meaningful difference on business, brands and society
NEW YORK, February 13, 2018 /3BL Media/ - Global public relations leader Porter Novelli (PN) announced the launch of its global Purpose Practice, specializing in purpose-driven brand strategy, corporate social responsibility (CSR), social marketing, social impact and brand communications. The launch follows Porter Novelli’s merger with Cone, a leading CSR firm, in February 2017.
In the lead up to Climate Week in New York and the climate talks in Paris this fall, there has been an outpouring of compelling graphics and videos illustrating the human causes and eventual dangers of climate change including, “