Key Takeaways
Cause Matters
Engagement in cause-related sponsorship marketing increased 40%
% engaged with sponsorship through cause
2017
57%
2021
81%
Key differences exist by region in the type of cause marketing that generates interest
Within the US, programs that support veterans are 38% more popular than other areas of the world. In South America, initiatives that support Arts & Culture are 48% more likely to resonate with fans.
Which types of cause-related issues do you care the most about?
Most important Issues
|
All Adults
|
|---|---|
Children
|
49%
|
Animal Welfare
|
44%
|
Poverty
|
44%
|
Education
|
44%
|
Healthcare
|
43%
|
Diseases
|
43%
|
Environmental Conservation
|
42%
|
Food Insecurity/Hunger
|
38%
|
Disabilities
|
37%
|
Housing and Homelessness
|
32%
|
Women & Girls
|
32%
|
Elderly
|
30%
|
Youth Sports
|
29%
|
Arts & Culture
|
25%
|
Diversity, Equity and Inclusion
|
23%
|
International Causes
|
20%
|
Veterans
|
16%
|
how support for cause varies around the world
Fans are more likely to show support via online and social engagements
Beyond traditional causes, it’s important for sponsors to recognize that fans are seeking out brands/products that are environmentally safe, as well as companies that support diversity and equality in the workplace.
ACTIONS TAKEN TO SUPPORT A CAUSE PROGRAM
How Fans Engage
|
All Adults
|
|---|---|
Mentioned/'liked' the cause on social media
|
51%
|
Talked to a friend or family member about the campaign
|
46%
|
Went online to find more information about the charity
|
41%
|
Went online to find more information about the company supporting the cause
|
34%
|
Purchased a product or service because part of the proceeds went to a cause you wanted to support
|
33%
|
Donated money to the cause
|
31%
|
Other Fan Values
How Fans Engage
|
All Adults
|
|---|---|
I am willing to pay more for products that are environmentally safe
|
63%
|
I am more likely to support a company that supports equality
|
66%
|
Promoting diversity is important to me
|
68%
|
