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It wasn’t long ago that “cause-related marketing” was a novelty. Then it turned into a necessity — something companies had to do if they wished to be welcome in polite society. Now, as the new edition of Edelman’s annual Goodpurpose study makes clear, consumer expectations have evolved in such a way that companies must make sure their involvement with causes amounts to much more than a marketing ploy.
These days, found Edelman, consumers set the bar high for companies when it comes to their involvement in social issues.