The Cause Manifesto: Finding Greener Pastures
Published 12/11/2009
Author: Rick Ferguson and Sharon M. Goldman
Rick Ferguson is Editorial Director and Sharon M. Goldman Senior Editor for COLLOQUY.
Summary
Loyalty marketers have long understood how to leverage data-driven insight to effect profitable customer behavior change. Brands are now turning to these same tactics to help consumers make more ethical choices in their purchasing behavior, lifestyles and brand relationships. Whether the cause is green, global poverty or finding a cure, consumers now demand that companies embrace cause-related marketing.
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