Cause-related Marketing - UK - May 2003

SUMMARY

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TABLE OF CONTENTS

Introduction and Abbreviations

• Consumer research
  • Socio-economic group
  • Lifestage and Special Groups
• ACORN

Abbreviations

Executive Summary

• CRM and CSR
• Awareness of ethical issues
• A more charitable public
• Population trends
• The public perspective
• Association awareness and participation
• Purchase and perception
• The likely targets
• The future

Preface

Defining CRM and CSR

Types of CRM

• Product link-up
• Non-sales oriented
• Advertising
• Sponsorship
• Community partnership

Aspects of CSR

• Corporate community investment
• Ethical business practice

Aspects to consider

• Choosing the right partner
• Setting the goal
• Publicity
• Structuring the deal
• Deals that go wrong

A changing business climate

• Business in the community

Market Drivers

• Rise of the ethical consumer
  • Figure 1: Issues on which feelings are strong enough to stop buying products or services, 2000
  • Figure 2: Attitudes towards ethical isses, 2000
• Positive attitudes on the increase
• The impact of the National Lottery
  • Figure 3: Attitudes towards the National Lottery, 2002
• Consumer awareness of charities
  • Figure 4: Trends in giving ??5 or more to charity in the past 12 months, 1997-2002
  • Figure 5: Charity donations made in the past 12 months, by amount given, 2002
  • Figure 6: Charity donations of ??5+ made in the past 12 months, by demographic sub-group, 2002
• Consumer awareness of illnesses
  • Figure 7: Charity donations of ??5+ made in the past 12 months, by type of charity, 2002
• Changing demographic composition
  • Figure 8: Trends and projections in total UK population, by age group, 1998-2007
  • Figure 9: Trends and projections in birth-rate, 1998-2006
  • Figure 10: Trends and projections in lifestage groupings, 1998-2007
• Economic wellbeing
  • Figure 11: PDI and consumer expenditure at constant prices, 1998-2007

Case Studies

Comic Relief

• BBC
• Sainsburys
• Walkers
• Wella

CRM and Retailers

• Tesco37
• Boots

CRM and Brands

• Flora
• Yorkshire Tea
• British Gas
• Nivea

CSR

• Sainsburys
• Marks & Spencer

Ethical Traders

• Fairtrade
• Co-op

The Public Perspective

• Figure 12: Helpfulness of institutions in society, 2003
• Figure 13: Helpfulness of institutions, by demographic sub-group, 2003
• Figure 14: Preferred charities, 1997-2003
• Figure 15: Preferred health charities, by demographic sub-group, 2003
• Figure 16: Further selected preferred charities, by demographic sub-group, 2003

Awareness and Participation

• Figure 17: Corporate familiarity, 2003
• Figure 18: Segmentation of corporate familiarity, 2003
• Figure 19: Familiarity with selected retail companies, by demographic sub-group, 2003
• Figure 20: Familiarity with further selected companies, by demographic sub-group, 2003
• Figure 21: Summary of corporate familiarity, by demographic sub-group, 2003
• Association with charitable giving
  • Figure 22: Companies and brands associated with cause-related marketing or charitable giving, 2000 and 2003
  • Figure 23: A comparison of corporate familiarity with companies associated with cause-related marketing or charitable giving, 2003
  • Figure 24: Leading companies associated with cause-related marketing or charitable giving, by demographic sub-group, 2003
• Specific CRM associations
  • Figure 25: Awareness of cause-related marketing campaigns, 2003
  • Figure 26: Number of cause-related marketing campaigns aware of, by demographic sub-group, 2003
• Participation levels
  • Figure 27: Participation in cause-related marketing campaigns, 2003
  • Figure 28: Participation in selected cause-related marketing campaigns, by demographic sub-group, 2003

Purchase and Perception

• Figure 29: Propensity of cause-related marketing campaigns to prompt purchase, 1997-2003
• Figure 30: Propensity of cause-related marketing campaigns to prompt purchase, by demographic sub-group, 2003
• Figure 31: Propensity of cause-related marketing to encourage brand switching, 1997-2003
• Figure 32: Propensity of cause-related marketing to encourage brand switching, by demographic sub-group, 2003
• Figure 33: Propensity of cause-related marketing to encourage paying extra, 1997-2003
• Figure 34: Propensity of cause-related marketing to encourage paying extra, by demographic sub-group, 2003
• Personal views on CRM
  • Figure 35: Attitudes towards cause-related marketing campaigns, 2003
  • Figure 36: Selected attitudes towards cause-related marketing campaigns, by demographic sub-group, 2003

The Likely Targets

• Figure 37: Attitudinal typologies, by demographic sub-group, 2003
• Figure 38: Attitudinal typologies, by preferred charities, 2003
• Figure 39: Attitudinal typologies, by awareness of cause-related marketing campaigns summarised, 2003
• Figure 40: Attitudinal typologies, by awareness of cause-related marketing campaigns, 2003
• Figure 41: Attitudinal typologies, by participation in cause-related marketing campaigns, 2003

The Future

• Positive view and goodwill prevail
• Possibility of consumer fatigue
• The importance of clarity
• The hypothetical ceiling

Forecast

• Scenario 1
• Figure 42: Forecast of the CRM attitudinal typologies, scenario 1, 2003-07
• Scenario 2
• Figure 43: Forecast of the CRM attitudinal typologies, scenario 2, 2003-07
• Scenario 3
• Figure 44: Forecast of the CRM attitudinal typologies, scenario 3, 2003-07

Appendix: Research methodology

Index of reports