Elevent on cause sponsorship - SMCC presentation March 2017
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Cause sponsorship is of great interest, regardless of its relatively small size. That’s because corporate social responsibility has become an indispensable tool for brands looking to set themselves apart from the competition. Why? Because consumers today expect companies to do their part in the issues that are important to them. They expect companies to contribute to the collective wellbeing. This means that being associated with a cause is an effective way for companies to get involved socially and earn the approval of consumers.
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Elevent on cause sponsorship - SMCC presentation March 2017
- 3. SPONSORSHIP SPENDING IN CAUSE - IEG
- 4. CAUSE SPONSORSHIP SPENDING - CSLS 10TH EDITION - 2016 16.9% 17.4% 12.5% 14.7% 12.1% 5.1% 9.9% 14.4% 5.2% 4.0% 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
- 5. WILL BE INFLUENCED TO BUY PRODUCTS FROM A COMPANY THAT IS SOCIALLY RESPONSIBLE Source: CROP, 2016
- 6. WILL PAY MORE Source: CROP, 2016
- 7. WILL REFUSE TO PURCHASE (FROM AN IRRESPONSIBLE COMPANY) Source: CROP, 2016
- 8. MILLENNIALS MILLENNIAL ATTITUDES TOWARDS PHILANTHROPIC INITIATIVES OF BRANDS IN CANADA 68% 55% 57% Brands should get involved Brands’ potential to be a source of good Brands should be active for worthy causes Source: Marketwired, 2015 (Canada – 25-34)
- 9. CAUSE PARTNERSHIP TRENDS 1 2 3 TRACKING GOOD BRAND ACTIVISM THE IMPORTANCE OF RELEVANCE
- 12. AREAS OF INVESTMENT WHERE CONSUMERS THINK THAT CSR SHOULD BE PRIORITIZED 5 46 44 61 49 54 58 48 51 46 56 0 10 20 30 40 50 60 70 None, I don't think Canadian companies… Focused on youth-specific issues Focused on wellness issues Focused on poverty issues Focused on physical health issues Focused on mental health issues Focused on environmental issues Focused on elderly-specific issues Focused on educational issues Focused on abuse issues Focused in child-specific issues 12
- 21. THANK YOU! FRANCIS DUMAIS Partner info@elevent.ca T | 647 360-3737
Editor's Notes
- IEG 2016 Pharmaceutical companies replace retailers as the most active category sponsoring causes in 2016, according to IEG research. Pharmaceutical companies are 8.5 times more likely to sponsor causes than the average of all sponsors. 2.06B PROJECTED 2017
- CANADA
- Globally: 91% of global consumers would switch brands if a different brand of similar price and quality supported a good cause. (Source: 2013 Cone Communications Social Impact Study)
- Source: Marketwired, 2015 (Canada – 25-34)
- What do cause bring that other partnerships do not: purpose
- Heath, education, poverty
- Uber Won cause marketing campaign of the year
- 1 week, 1.5 billion seeds The goal? Boost the ranks of North America's imperiled bees. Cheerios instead gave away 1.5 billion seeds, depleting its entire stockpile. Other Cheerios haters have said it's uncanny that General Mills is clamoring to "bring back the bees" while sourcing its oats from farms that use Monsanto's RoundUp. The herbicide, like other industrial chemicals, is suspected of contributing to bee population declines.
- AUDI