Consumers and CRM: a national and global perspective

Cause‐related marketing is expanding worldwide, but few countries appear to have research data about consumer opinions regarding the subject. Consumer research can help companies identify where and how they should position their product or service in a global market. Consumer research can also help society itself by identifying its citizens concerns and linking these, via a “good cause” or “community service”, to a company that will contribute to the consumers own welfare, community, or global enhancement. Data from various countries highlight two different aspects in relation to consumer opinions: globally consumers expect businesses to support “good causes”; and the causes consumers wish to see supported appear to be influenced by country specific factors. The drive for businesses to look more closely at their corporate social responsibility has been gaining momentum and existing consumer research suggest cause related marketing may provide a valuable strategy to meet these expectations.