Image is Everything When it comes to Business

Honolulu, Hawaii — Jul 18, 2013 / (http://www.myprgenie.com) — For the first time ever in the US, consumers believe that they are most responsible for supporting social issues, more so than the government. They’re acting on this belief by buying from companies that support a good cause and recommending the brand to their social networks.

Student Body of America Association (SBAA), a 501(c)3 nonprofit organization, is currently reviewing companies interested in cause marketing that align with their mission and the many causes of their upcoming documentary, Project Pay it Forward. The film will highlight experts in the field of philanthropy and role models who are making a positive impact in the world. Contributing brands will benefit from the “halo effect”, which refers to the positive reputation of a cause spreading to the company that supports it.

The expectation for companies to do good has never been greater. 93% of consumers want to know what brands are doing to support good causes.  As Richard Branson, founder and chairman of Virgin Group and forefront leader in corporate social responsibility, stated, “It shouldn’t be left to politicians and community organizations to tackle the world’s problems- businesses should help too.”

More than ever before, companies are taking heed and listening to consumer expectations for brands to address societal issues. According to IEG Sponsorship Report, cause sponsorship is expected to reach $1.78 billion in 2013, a projected 4.8% increase over 2012.

However, while 87% of global consumers think brands should put equal priority towards the common good as well as corporate interests, less than a third believe companies are doing so. Cause marketing with SBAA publicizes cause-related brands and their endeavors.