Webcast: Building Brand Loyalty with Today’s 21st Century Audience: Leveraging Social Causes

The first installment of the ARF Cultural Effectiveness Council’s webcast series on Building Brand Loyalty with Today’s 21st Century Audience focuses on the first of four approaches identified by the Council for building relationships with the emerging 21st Century audience – leveraging social causes.

The goal of the first Webcast was to help marketers identify causes and ways to engage with today’s consumers through corporate responsibility efforts that make sense for their brands. Drawing on research conducted by the Council and some of its individual members, this Webcast reviewed trends in the demographic composition of US audiences and presented data on responsiveness to cause marketing among Millennials, considering:

• Brands recognize that their marketing has to reach and appeal to multicultural Americans
• The Cultural Effectiveness Council has explored a number of ways connecting through causes
• The research done by this Council has looked into cause marketing is a way of appealing to diverse consumers, the kinds of causes that get the most traction, and how the strength of those appeals varies across groups within today’s Millennial population.
• As the U.S. consumer marketplace becomes increasingly diverse, companies are looking for strategies to tap diverse audiences, and this Council is going to talk about one of the ways to do that.

Featured Speakers

Kristin TolbertSenior Planner,
BBDO, New York

(Council Chair)

Oscar TrellesChief Revenue Officer,
Instapanel

Barbara LefleinPresident & Founder,
Leflein Associates, Inc.