Shopping for a better world?

A jar of honey for the preservation of rainforests, a chocolate bar for schools in Africa: If you keep your eyes open in the supermarket, you will find many opportunities to donate a small percentage of your purchase to a good cause. The principle is called “cause-related marketing promotions” (CMPs) and, according to consumer research, many people are interested in supporting charitable or ecological projects with their purchases.

In reality, however, not all CMP campaigns succeed in generating substantial sales and donations. Christina Schamp, head of WU’s Institute for Digital Marketing & Behavioral Insights, investigated why this is the case, based on real-life retailing data. In our new “Meet Our Researchers” video, she explains the insights gained from this research.