What is Cause-Related Marketing? Its Effects, the Reasons it's Gaining Attention, and Corporate Case Studies

What is Cause-Related Marketing? Its Effects, the Reasons it's Gaining Attention, and Corporate Case Studies

Cause-related marketing connects part of the profits from the sales of products or services to donations, benefiting environmental protection and societal contributions. In this article, we will discuss the concept and effects of cause-related marketing and delve into successful corporate examples.


What is Cause-Related Marketing?

Firstly, we will explain the definition and history of cause-related marketing.

Marketing Tied to Environmental Protection and Social Contributions

Cause-Related Marketing (CRM) is a strategy where a portion of the profits from product or service sales is donated to organizations or agencies conducting environmental and social service activities, aiming to increase sales and improve the corporate image.

The literal translation of Cause-Related Marketing is as follows, and it is often abbreviated as "CRM" or referred to simply as "Cause Marketing":

Cause → Social Just Cause
Related → Connected
Marketing → Marketing

By emphasizing societal issues that a company considers important and implementing effective campaigns towards solving them, it could be said that it's a type of CSR (Corporate Social Responsibility) activity. Unlike many CSR activities that may not directly connect with corporate profits, cause-related marketing uniquely combines profit-making with societal contributions.

History of Cause-Related Marketing

The first successful instance of cause-related marketing emerged in the USA in 1976.

The major hotel chain, "Marriott Corporation," and the charity "March of Dimes," which aims to reduce premature births and infant deaths, conducted a campaign. With the mutual objectives of Marriott Corporation wanting to promote its entertainment facilities and March of Dimes seeking more donations, they raised about $2.4 million through their cause-related marketing endeavor.

Furthermore, the project that spread the concept of cause-related marketing globally was the "Statue of Liberty Restoration Project" carried out by American Express in 1983.

For every transaction made using an American Express card, one cent was donated to the Statue of Liberty Restoration Fund, creating buzz worldwide. As a result, they successfully raised $1.7 million for the restoration fund, and the use of American Express cards reportedly increased by about 30%.

Why Cause-Related Marketing is Gaining Attention

Cause-related marketing, deeply tied to environmental protection and social contributions, is becoming a more recognized strategy as efforts towards the Sustainable Development Goals (SDGs) progress.

Emergence of the Socially-Conscious Y & Z Generations

A significant reason for the growing focus on cause-related marketing is the changing values of the core consumer demographic.

The Y and Z generations, those born after 1975, have witnessed events like the Lehman Brothers' collapse, global warming-induced climate anomalies, the Great East Japan Earthquake, and the COVID-19 pandemic. They have a strong interest in environmental and social responsibilities and seek a more sustainable society.

Therefore, cause-related marketing, which resonates with these socially-conscious generations, has been increasingly adopted by numerous companies.

A Marketing Strategy Compatible with Social Media

Consumers of the Y & Z generations primarily gather information via social media platforms rather than traditional mass media.

They are adept at disseminating information on platforms like Twitter, Instagram, and Facebook and are proactive in sharing their views on societal issues. On platforms renowned for their ability to rapidly spread information, socially responsible topics are more likely to be shared. This makes cause-related marketing a strategy that meshes well with social media.

The rapid growth of social media platforms is one of the reasons cause-related marketing is gaining attention. It's safe to say that for future success in cause-related marketing, social media will remain an indispensable tool.

Effects of Cause-Related Marketing

Cause-Related Marketing is a 'win-win-win' approach where companies can raise their profits while contributing to society and also offer value to their customers. In this section, we'll explain the specific effects of Cause-Related Marketing.

Improving Customer Satisfaction & Corporate Profits

When consumers purchase a product, they not only satisfy their desire to buy but also get a feeling of having "participated in social contribution" through the act of selecting and buying that product.

As consumers can make purchases with a sense of societal significance, their satisfaction increases. The mentality of "if I'm going to buy, I'll buy something that contributes to society" leads to an increase in sales for those products, which in turn enhances corporate profits.

Boosting Corporate Image

With Cause-Related Marketing, as companies engage in high social contribution activities like environmental preservation, poverty support, and disaster recovery, if the campaign becomes widely recognized, consumers will associate the company's name with societal contributions.

If it's ingrained in consumers that a company is "committed to social contribution," it can lead to a boost in the company's image.

Increasing Employee Motivation

An improved corporate image fosters pride in the employees towards their company, which boosts motivation.

When employees are highly motivated, it leads to increased productivity and engagement. For the company, this means they can achieve branding from the inside out, creating a synergistic effect.

Points of Caution for Cause-Related Marketing

While Cause-Related Marketing brings many advantages, there are also points to be cautious of to prevent counterproductive outcomes.

Even if it's not the intention, if a campaign misconstrues the message to consumers, it can lead to perceptions that the company is "exploiting social contribution," ultimately tarnishing the company's image.

For instance, there could be adverse effects if a company suddenly launches a campaign that has no relation to its business operations, or if it's discovered that a product hasn't been environmentally friendly.

Rather than focusing on profits, it's crucial to clarify the purpose of contributing to society and to consistently implement related measures.

Five Notable Cause-related Marketing Examples in Japan

Here, we introduce five representative examples of cause-related marketing in Japan.

Sapporo Beer's "Kumamoto Castle Reconstruction Support Can"

After the devastating "2016 Kumamoto Earthquake," Sapporo Beer has been selling the "Kumamoto Castle Reconstruction Support Can" every year since 2017 to support the restoration and repair of Kumamoto Castle.

Starting in 2022, for every can sold, 1 yen is donated to the Kumamoto Castle disaster recovery. Furthermore, a QR code is featured on the can, leading customers to a fundraising page for the "Reconstruction Lord" initiative to rebuild the castle.

Reference: Sapporo Beer | Kumamoto Castle Reconstruction Support Can
https://www.sapporobeer.jp/entertainment/kyushu/kumamotojou/

Morinaga Confectionery "1 Chocolate for Smile"

Since 2008, Morinaga Confectionery has been actively supporting countries such as Ghana, major cocoa producers, by improving educational conditions and addressing child labor issues.

In collaboration with NGOs, they annually donate and run special campaigns where for every targeted product like Morinaga chocolate sold, 1 yen is donated. Under the philosophy of "Connecting smiles of both the chocolate consumers and children learning in cocoa-producing countries," they have donated close to 300 million yen.

Reference: Morinaga Confectionery | 1 Chocolate for 1 Smile - Another person is happy when you eat.
https://www.morinaga.co.jp/1choco-1smile/

AEON's "Yellow Receipt of Happiness Campaign"

Aeon designates every 11th day of the month as "Aeon Day," a day dedicated to environmental and community contribution activities.

The "Yellow Receipt of Happiness Campaign" conducted on Aeon Day allows customers to deposit their yellow receipts into in-store boxes labeled with local volunteer groups. AEON then donates goods equal to 1% of the total receipt amount to these groups. These groups focus on various activities, such as welfare, community building, environmental preservation, promotion of arts and culture, and initiatives for children's health and safety.

Since the campaign's inception in 2001, they have donated items worth about 4.9 billion yen as of February 2023.

Reference: AEON | Yellow Receipt of Happiness Campaign
https://www.aeon.info/sustainability/social/yellow/

Oji Nepia "Nepia's Thousand Toilet Project"

Oji Nepia has been supporting East Timor since 2008 through donations to UNICEF.

Due to a lack of infrastructure in East Timor, many children contracted diseases like diarrhea from open defecation, leading to numerous deaths. To address this, the "Thousand Toilet Project" was initiated, where a portion of the sales from Nepia's targeted products went towards the construction of toilets and improvement of sanitary conditions.

The project's results after its conclusion in 2021 are as follows:

Total donation: Approx. 210 million yen
Number of people now with access to toilets: Approx. 134,000
Toilets constructed: About 22,000
Declarations of open defecation-free zones: 68 villages & 425 settlements
Mortality rate of children under five: Improved by approx. 36%
The 13-year effort yielded significant results.

Reference: Nepia | Thousand Toilet Project
https://www.nepia.co.jp/1000toilets/

Kirin Beverage's "Volvic UNICEF '1L for 10L' Program"

The "1L for 10L" program is a joint initiative between Volvic and UNICEF, which began in Germany in 2005 and was implemented in Japan from 2007 to 2016.

For every liter of Volvic shipped, 10 liters of clean and safe water were supplied to supported countries.

The support over nine years has led to the following improvements in the Republic of Mali:

Total support of approximately 50 billion liters of water
Construction and repair of about 277 wells
Reduction in the incidence rate of diseases caused by unsanitary conditions
Training of workers and provision of tools, allowing for independent well maintenance
The project didn't just focus on donations; by informing consumers about the conditions in Africa and the activities, they garnered trust and achieved substantial results.

Reference: Kirin Holdings | Volvic UNICEF '1L for 10L' Program
https://www.kirinholdings.com/jp/newsroom/release/2016/0407_03.html

Summary

Cause-related marketing, which aims to address societal issues, easily resonates with generations concerned about such challenges and has become a popular marketing strategy in recent years.

By employing cause-related marketing, consumers can make purchases while feeling a societal significance, leading to increased customer satisfaction. It also offers various benefits such as enhancing the company's image and boosting employee motivation.

Through the utilization of cause-related marketing, many significant support initiatives have been realized as companies and consumers work together. If you're interested in activities that address societal challenges alongside your customers, it's worth considering incorporating this approach.

この記事のライター

マナミナは" まなべるみんなのデータマーケティング・マガジン "。
市場の動向や消費者の気持ちをデータを調査して伝えます。

編集部は、メディア出身者やデータ分析プロジェクト経験者、マーケティングコンサルタント、広告代理店出身者まで、様々なバックグラウンドのメンバーが集まりました。イメージは「仲の良いパートナー会社の人」。難しいことも簡単に、「みんながまなべる」メディアをめざして、日々情報を発信しています。

関連する投稿


【3/25(月)開催セミナー】経営計画・事業報告に役立つリサーチ技法 – リサーチャー菅原大介さんが進め方とアウトプットを事例で解説

【3/25(月)開催セミナー】経営計画・事業報告に役立つリサーチ技法 – リサーチャー菅原大介さんが進め方とアウトプットを事例で解説

ユーザーリサーチの調査手法をまとめた記事がnote公式マガジンにも選出されているリサーチャー・菅原大介さんによる「経営計画・事業報告に役立つリサーチ技法」解説セミナーを3月25日(月) 17:00〜18:00に配信します!上場企業の中期計画作成に際し活用されているリサーチデータの事例をはじめ、情報収集や環境分析の効果的な進め方を、3C分析や競合調査、ケーススタディを交えて解説します。また、経営方針の整理や討議に役立つSWOT分析やバリュープロポジションキャンバス、リーンキャンバスといった成果物についても具体例をご紹介します。


企業イメージ経営 ~ キャラクターの威力

企業イメージ経営 ~ キャラクターの威力

企業イメージと聞き、最初に思いつくのはロゴでしょうか、色でしょうか、それともキャラクター?昨今では、キャラクターを用いての広告戦略は企業だけでなく、地域おこしなど、あらゆるところで目にするようになりました。誰も彼もが深い意味もなく「かわいい」と愛着を感じてしまう「ゆるキャラ」や企業のイメージキャラクター。実はそこに認知心理学が深く関わっているようです。本稿では人心を捉えるために計算尽くされたキャラクターの威力について、株式会社創造開発研究所所長を務める渡部数俊氏が解説します。


トレンドは「コスパ×タイパ」? キーワード検索から紐解くその理由

トレンドは「コスパ×タイパ」? キーワード検索から紐解くその理由

2023年のヒット商品から推測される「コスパとタイパの掛け合わせ」。なぜこのトレンドが昨年注目を集めたのか、なぜここまでパフォーマンスにこだわるのか。関心を持つ人の属性やニーズについて、検索データから分析します。


Web行動ログデータで読み解く"ロイヤル顧客"のリアル|日本マーケティング協会共催セミナーレポート

Web行動ログデータで読み解く"ロイヤル顧客"のリアル|日本マーケティング協会共催セミナーレポート

公益社団法人日本マーケティング協会と株式会社ヴァリューズによる共催セミナーが開催されました。本セミナーのテーマは、「ロイヤル顧客のリアル」。自社の商品を継続的に購入してくれるロイヤル顧客ですが、効果的なアプローチが分からずお悩みを感じている企業も多いのではないでしょうか。今回は、ヴァリューズの持つ行動ログとアンケートによってロイヤル顧客の実態を調査し、企業がロイヤル顧客マーケティング施策において重視すべきポイントを、データサイエンティスト協会 事務局長/新生フィナンシャル株式会社 CMOの佐伯 諭氏を迎えディスカッションしました。


Z世代とは?年齢や特徴、X世代・Y世代からα世代までの違い総まとめ

Z世代とは?年齢や特徴、X世代・Y世代からα世代までの違い総まとめ

Z世代(ゼットせだい)とは「1990年半ば〜2010年代に生まれた世代」を表す言葉です。デジタルネイティブ・SNSネイティブと呼ばれ、インターネットやスマートフォンの発展と共に育った世代です。この記事では、Z世代の定義、人口、ライフスタイル、価値観、情報収集方法についてくわしく解説します。さらに、Z世代が社会や労働市場でどのような位置づけを持っているのか、なぜ注目されているのか、そしてミレニアル世代など各世代と何が違うのかについても探ります。特に、Z世代の価値観やライフスタイルは、企業やマーケティング戦略に大きな影響を与えています。この記事を通じて、Z世代の多面的な特性とその社会的影響を理解しましょう。​​


最新の投稿


Is the "car camping" trend over? Investigating changes in demand and user persona based on search words

Is the "car camping" trend over? Investigating changes in demand and user persona based on search words

Car camping became popular in recent years for travel and as an outdoor activity done while social distancing. After the pandemic, its popularity is said to have subsided, but how has the demand changed? We look at changes in demand based on the searches and the user persona of people searching and their interests.


博報堂DYホールディングス、メタバース生活者定点調査2023を実施

博報堂DYホールディングス、メタバース生活者定点調査2023を実施

株式会社博報堂DYホールディングスは、全国15~69歳の生活者を対象に、メタバースに関する現状の生活者意識や動向を把握することを目的とした「メタバース生活者定点調査2023」を実施し、結果を公開しました。


ログリー、成果保証型インフルエンサーマーケティング支援サービス「バズリスタ」を提供開始

ログリー、成果保証型インフルエンサーマーケティング支援サービス「バズリスタ」を提供開始

ログリー株式会社は、2024年4月8日(月)に成果保証型インフルエンサーマーケティングを支援するサービス「バズリスタ(BUZZRISTA)」を正式リリースしたことを発表しました。


AI画像生成を無料で使えるサイト5選!目的の画像を生成するコツやビジネス活用時の注意点を解説

AI画像生成を無料で使えるサイト5選!目的の画像を生成するコツやビジネス活用時の注意点を解説

2023年より注目を浴び始めた生成AI。ChatGPTやMidjourneyによる生成AI技術が話題となりました。 なかでも近年技術が飛躍的に伸びているのがAI画像生成です。AI画像生成は日常の話題になるようなバラエティに富んだ画像を作成できるだけでなく、営業資料やPR動画の素材といったビジネスの面で役に立つ生成も可能になりつつあります。 実際に営業資料や提案資料に生成AIを活用している企業もあり、AI画像生成を駆使することでノンコア業務の削減できたり、魅力的な資料を一瞬で作ることもできます。 そこで本記事では、AI画像生成を無料でつくれるサイト5選や、目的の画像を一発で抽出するコツ、利用時の注意点について解説します。


ショート動画を「ほぼ毎日見ている」割合は、若い年代ほど高い傾向【LINEリサーチ調査】

ショート動画を「ほぼ毎日見ている」割合は、若い年代ほど高い傾向【LINEリサーチ調査】

LINEリサーチは、10~60代の男女を対象に、ふだんショート動画(YouTubeのshorts(ショート)やTikTokなど、1分程度の縦型の動画)をどのくらい見ているか、見ている理由について調査を実施し、結果を公開しました。


競合も、業界も、トレンドもわかる、マーケターのためのリサーチエンジン Dockpit 無料登録はこちら

ページトップへ