As the term “cause-related marketing” reaches its 25th anniversary and a sea of pink ribbons washes over the U.S. this month, a new consumer behavior study confirms that cause-related marketing can exponentially increase sales, in one case as much as 74 percent, resulting in millions of dollars in potential revenue for brands. The 2008 Cone/Duke University Behavioral Cause Study, released today by Cone and Duke University’s Fuqua School of Business, validates for the first time that cause-related marketing can significantly drive actual consumer choice. (10/1/08)
