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Unformatted text preview: TREND ANALYSIS Never before has the U.S. culture been more concerned with health and the overall betterment of society though philanthropic means. Cause marketing combines the efforts of a non-profit organization with those of a for-profit organization in the efforts of achieving a mutual benefit. A study taken in 2006 states that 89% of Americans (aged 13-25) are more inclined to switch between comparable brands to the brand closer associated with a “good cause”. This, in turn, has increased returns for many businesses that employ cause-marketing campaigns. Spending for cause-marketing campaigns is projected to increase to 1.34 billion this year according to sponsorship consultancy IEG, Inc. This will mark an increase of almost 20.5% in overall cause-marketing spending as compared with last year. With that, cause-marketing is now the fastest growing segment of sponsorship, outpacing even sport sponsorships.cause-marketing is now the fastest growing segment of sponsorship, outpacing even sport sponsorships....
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This essay was uploaded on 02/20/2009 for the course AEM 241 taught by Professor Grossman during the Spring '08 term at Cornell University (Engineering School).
- Spring '08