Good cause research

By: Trademagazin editor Date: 2023. 07. 03. 10:11

Advertising agency Positive Adamsky did a new type of research, in partnership with company information specialist OPTEN, and text analysis and media monitoring firm Neticle. They followed the public communication of companies for a whole year, and the online reactions of consumers. They wanted to know whether consumers believe the “I will save the world” type communication of brands or they recognise greenwashing. It turned out that people are much better now at noticing when companies just use good causes as a marketing tool.

This article is available for reading in Trade magazin 2023/6-7.

Company communication can be successful if firms support causes that affect the daily lives of people. By creating a so-called “good cause map”, companies can learn about and understand what those topics are that Hungarians are open to. Dr Hajnalka Csorbai, strategic director of OPTEN told: it contributes to forming a realistic picture about businesses that more and more are obliged to prepare an ESG (Environment, Social, Governance) report. //