AdAge: The Era of Rewarding Research

AdAge reports that Edward G. Martin of Hershey Co. and The CMO Council are introducing Pause to Support a Cause, a new campaign that will donate to causes for people who participate in research programs.

AdAge writes, Pause to Support a Cause is a milestone campaign from the Chief Marketing Officer Council that will unite global corporations and public sector partners in a new initiative to survey the socially beneficial way by donating on behalf of those participating in funded market research programs around the world. This corporate social responsibility campaign will use a portion of the $18.9 billion spent on market research worldwide to create a global community of nonprofit champions, boosters, supporters and members willing to take part in online surveys as a way to channel funds to their designated causes, charities, foundations and nonprofit organizations of choice.

Martin says that the goal of Pause to Support a Cause is to bring a larger and broader group of people into the research process while also including those groups that have been historically under-represented in market research, such as the African-American, Asian and Hispanic communities.

Will this promotion has a positive and large following after its introduction? We’d like to hear if you could utilize this in your research.

The Era of Rewarding Research