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Cause marketing is big. Brands as diverse as KFC and Gucci are jumping on the bandwagon. Clients are asking if they should, too.

Well, what’s really working? Google “cause marketing,” and you’ll find plenty of research that confirms it: People want to buy from companies that “do good.” Yet a great deal of cause marketing fails to make an impact. The issue is that often people find cause marketing to be confusing at best — and flat out dishonest at worst.

What’s missing in the conversation is who’s doing it right — which cause campaigns are breaking through. There are plenty of expert opinions, but no real research on consumer impact. Which messages are sticking and which brands are consumers opening their wallets for?

Continue reading at AdAge.com