![\"q4-2010-buy-purchase-consume\"](\"https:\/\/leapsparkagency.com\/wp-content\/uploads\/sites\/4\/2022\/08\/q4-2010-buy-purchase-consume.jpg\" "\\"q4-2010-buy-purchase-consume\\"")
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\nFor the food and beverage industry, marrying brands with cause marketing seems to be a manageable no-brainer for reaching out to moms. People care about people, and many times, moms are the ones who care the most. They\u2019re raising future leaders and decision-makers. Moms are nurturing the next generation, which will carry the torch of life. they feel it\u2019s in their best interests to lead by example, to be socially conscious, to be attentive to those in need, and to be supportive of entities that represent good causes. Moms are aware of brands\u2019 places among the social order, which is why now more than ever, the food and beverage industry must make concerted efforts to partner with charitable organizations. <\/p>\n
\nThe trending success of cause- related marketing should come as no surprise. According to a 2007 Cone Cause evolution survey of Americans, 92% of consumers recognize a company\u2019s image to be more positive if it supports a cause the consumer cares about. if that doesn\u2019t speak strongly enough, consider this: 87% of consumers are more likely to switch brands, pending similar quality and price, if the other brand is associated with a good cause. Because moms command over 80% of household buying decisions, they make the perfect target audience for promoting a progressive brand image, especially one made strong by efforts to increase the brand\u2019s social responsibility and general goodwill toward society. <\/p>\n
\nAdditionally, cause-related marketing adds one more opportunity for Mom to impact the world around her, another footprint of her personal success. For instance, when grocery shopping, Mom knows she\u2019s going to buy yogurt. If she has no overwhelming sense of preference, she may choose Yoplait over Dannon because Yoplait supports the Susan G. Komen Foundation with \u201cSave Lids to Save Lives,\u201d which has raised over $25 million over the past 11 years. <\/p>\n
\nMoms enjoy taking action, something Kroger and Grain Foods Foundation found with their Bread Art Project. Through this project, these brands invited Gen X and Gen Y moms to \u201cCreate a Masterpiece\u201d and \u201cFeed a Family\u201d by uploading photos to decorate a digital slice of bread. For every slice decorated, the partnership donated $1 to feeding America in addition to its $50,000 flat donation. With the help of social media, well over 10,000 entries were received and posted, making this cause marketing campaign a large success. <\/p>\n
\nCampaigns like these thrive on moms who like to share their experiences. More than average consumers, moms enjoy taking action, and they love telling their friends and family about the actions they\u2019ve taken. By the end of 2009, more than 23 million moms were active in the blogosphere\u2014 whether writing their own blogs or participating in blogs written by others. Even further, 60.3% of moms are on Facebook; 42.4% on Myspace; and 16.5% on Twitter. eMarketer reports that 10.5% of American moms use social media to check out companies and products they\u2019re interested in, and half of moms say that blogs and other social media outlets influence their daily buying decisions. With this evidence, it\u2019s clear that food and beverage brands will benefit from cause-related marketing efforts due to the simple fact that moms are always looking for ways to fulfill their needs and the needs of their families \u2014 before sharing those experiences. <\/p>\n
\nSome of the most notable cause marketing campaigns that are targeted at moms: <\/p>\n
\nMany of the women-focused companies who have jumped on the Susan G. Komen bandwagon: <\/p>\n
\nResource: Five Tomatoes to Freedom blog
\n(http:\/\/fivetomatoes.blogspot.com\/2008_10_01_archive.html)<\/p>\n","protected":false},"excerpt":{"rendered":"
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