LONDON - New research announced today by Business in the Community has found that consumers are now purchasing a product associated with a good cause every second in the UK. The Business in the Community Giving Now 2003 survey, supported by BMRB, has discovered that 8 out of 10 (82%) consumers have been involved in a specific Cause Related Marketing programme during the last year, which directly benefits a good cause or charity. This rises to 96% when the consumer is a member of a household with children.

In today's 'time poor' society, Cause Related Marketing allows consumers to support charities and good causes more than they would have been able to otherwise. Giving Now 2003 found that lack of time is by far the most common reason that people cite for not supporting a charity. Yet, 86% of consumers saying time had stopped them had been involved in a Cause Related Marketing programme, thereby giving them an opportunity to still support a charity or good cause. Interestingly, the number of people citing money as a reason for not supporting a charity has almost doubled since last year. Cause Related Marketing therefore offers an even greater opportunity for the consumer, who can give to charities through the purchase of a product of their choice.

Giving Now 2003 clearly shows that Cause Related Marketing appeals to consumers of all age groups, with the most likely age group to have been involved in a Cause Related Marketing programme being 35-44 years old (89%). Purchasing Cause Related Marketing products is also popular amongst younger people too. 8 out of 10 people aged 16-24 have been involved in a Cause Related Marketing programme.

Sue Adkins, Director at Business in the Community, "The evidence from Giving Now 2003 shows that, when hectic lifestyles and tight budgets mean that consumers have less time and money to support charities and good causes, Cause Related Marketing programmes are giving them an alternative way to help. "

The findings of the Business in the Community Cause Related Marketing Tracker 2003 further illustrates the increased impact that Cause Related Marketing is having on society. The CRM Tracker 2002 found that £50.4 million was raised for charities and good causes through 81 CRM programmes during 2002, this is a 50% increase on that raised the previous year (£17 million).

The CRM Tracker 2002, also discovered the top charities that were supported through CRM during 2002:

1. Cancer Research UK
2. Childline
3. Breakthrough Breast Cancer
4. NSPCC
5. Marie Curie Cancer Care
6. British Heart Foundation
7. Woolworths Kids First
8. Help the Aged
9. Weston Spirit
10. WWF-UK

Sue Adkins, Director at Business in the Community, comments on the findings, "The latest Business in the Community research, Giving Now 2003, clearly demonstrates the case for Cause Related Marketing, providing further essential evidence of actual impact on consumers. It highlights current benefits and future potential for charities, good causes and society as a whole. I look forward to launching the findings of Brand Benefits 2003 to answer the $64 million question on the link between Cause Related Marketing and brand affinity, brand equity and actual perceptions, loyalty and actual buying behaviour at the Cause Related Marketing conference on 30 October."

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