MSLGroup Releases Cause Research Findings, Launches New Practice

Beyond Purpose will be led by Scott Beaudoin, SVP and North American director of CSR and cause marketing for the firm. This is the second new specialty introduced by the firm in about as many weeks. Be Spoke, a new luxury practice, was announced at the beginning of the month.

Findings from the research show that only about a third of consumers (37 percent) have purchased a product tied to a cause in the past year, in large part because they believe brands support causes that have nothing to do with what they’re selling.

Nearly three quarters of respondents, 74 percent, said there’s too much of a disconnect between brands and the causes they support, and 67 percent think that brands only support causes to sell product.

MSLGroup