Cause Related Marketing Needs to Be Authentic

If there is one thing that will stop Americans from buying a product, it is if they feel they have been misled about it’s environmental impact.

  • 71% say that they will stop buying a product if they feel they have been misled by faux cause related marketing campaigns.
  • 37% say that they are so bothered by this practice that it is grounds for them to completely boycott the offending company and all of its products.
  • 75% say it is okay if a given brand isn’t environmentally perfect, as long as it’s honest and forthcoming about its efforts.

Many consumers say that they wish there was more detail on packaging, and mo re explanation of the environmental terms used by marketers. When marketers make environmental claims, they want to see these backed up with details and explanations.