One-third of Americans have stopped using a brand as a direct result of a scandal.
North American sponsorship spending will increase by 4.3% over last year’s $19.8 billion to reach $20.6 billion in 2014.
45% of US adults believe that celebrities can make either a large (11%) or some (33%) positive difference to issues they are promoting, but a greater proportion (51%) feel that they make little to no difference.
Among American respondents who had shared content on social media sites during the previous month, a leading 65% said they typically look to share interesting things.
Only about one-third of women agree that “all brands are pretty much the same,” compared to 37% of men.
Sponsorship spending, at $19.2 billion, will comprise 14% of total marketing spending in North America in 2013.
Small businesses in particular seem to rely on content marketing because it can be extremely cost effective.
A growing number of consumers considered social purpose, the leading purchase driver when quality and price were equal.
A majority of US internet users have been moved to purchase because of a cause.
Nearly half of those who bought from cause-supporting brands in 2012 said they did so monthly.