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Corporate Social Responsibility - What’s It Worth?

Aligning your brand to a good cause seems like a smart business decision, especially considering the expectations Millennials have when engaging with brands. However, designing and implementing CSR programs is more complicated than is often perceived. Cause-related marketing efforts may have a low ROI – or have mixed marketplace reaction. So, how do companies increase the odds of CSR marketing success? And how should they value the outcome, especially if increased sales isn’t the goal?

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Warning: Flawed Data May Be Sabotaging Your Targeting Efforts

  • Alice K. Sylvester and Jim Spaeth
  • JOURNAL OF ADVERTISING RESEARCH

Flaws in data sampling accuracy and coverage can foil brands’ targeting efforts and ultimately their ROI, which bodes badly for advanced TV advertising. The culprits: crippling media fragmentation, and a dearth of research on missing and misidentifying consumers when using commercially available target segments for digital campaigns.

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From MediaPost – Misconceptions About Boomers May Impact Your Bottom Line

Those born between 1946 and 1964 accounted for 70% of the disposable income in the United States. Boomers’ possess immense consumer power; they drive almost 50% of all retail sales whereas Millennials represent a mere 10%. Still, the AARP estimates less than 10% of marketing dollars are spent targeting them. 

Boomers are, in fact, modern and tech savvy, and they’ve got more money to spend than any other demographic.

See more >> http://www.mediapost.com/publications/article/275891/misconceptions-about-boomers-may-impact-your-botto.html

 

Return Migration Invigorates Rural Communities

Cheryl Russell analyzes a study by the USDA’s Economic Research Service which reveals the factors that attract former residents of rural communities back to the communities they left as young adults.  Factors attracting return migration included:

-Family ties, especially parents.

-The desire to raise their children in a small town.

-High value placed on small town lifestyles.

-Outdoor recreation opportunities.

-Tighter-knit social networks.

-Less anonymous environment.

 

See all 5 Cups articles.

For more on this topic, check out the Consumer Tab in Morning Coffee.