Engaging consumers

Engaging with consumers offers companies the opportunity to demonstrate publicly their brand values, and to use their products, sales and marketing to support charities, raise awareness of key social issues and mobilise consumers behind good causes.

Cause-related marketing (CRM), one of the main ways the public wants to support charitable causes, describes marketing activity that promotes products or services which support a charity or good cause. It is often associated with programmes such as Tesco’s Computers for Schools or purchase-triggered donations, although further opportunities exist to use CRM in a powerful, strategic and comprehensive way.

Business in the Community is one of the leading experts in CRM, with over 14 years’ experience in supporting, engaging and challenging companies in their charity partnerships and a comprehensive programme of research that investigates and develops the business case as well as explores the views of all businesses, charities and consumers.