Indians support Brands that support Good Causes [Marketing Mantra]

Ever wondered why Tata Tea would spend so much of money/effort in ‘Jaago re’ campaign?

Well, it turns out that 76% Indians would recommend a brand that supports a good cause. A study conducted by goodcause Consumer study has interesting data points to help you define your marketing plan:

  • 64% would recommend a brand that supports a good cause – up from 52% last year globally; India figure 76% vs 65% last year
  • 59% would help a brand promote its products if there was a good cause behind it – up from 53% last year; 75% India vs 65% last year
  • 71% think brands and companies spend too much on advertising and marketing and should put more into good causes – up almost ten percentage points; 74% India vs 60% in 2008
  • 44% are aware of brands that actively support good causes through their products and services – up from 33%; in India this is a whopping 77%, up from 24% in 2008
  • 67 percent say they would switch brands if another brand of similar quality supported a good cause.
  • 74 percent of Indian consumers interviewed think brands and companies should spend less on advertising and marketing and more on good causes (up 14 percentage points from 2008 – details
tata tea jaago re
Tata Tea Jaago Re Campaign

The survey of 6,000 people was conducted in 10 countries and interestingly, 63% polled look forward to brands and companies that make it easier for them to make a difference!

What’s your take on this report? Do you build ‘the goodness cause’ in your marketing campaign?

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