I Have a Bone to Pick About JWT's Trend Report Called 'Social Good'
Cause Related Marketing
OCTOBER 3, 2011
It’s like that James Frey book 'A Million Little Pieces' that got a coveted spot in the Oprah Book Club and was presented as non-fiction memoir but turned out to be largely a work of fiction. Here’s why: to get to its conclusions about consumer discomfiture with cause marketing, JWT relied on two leading questions in a section they labeled the “Rise of Consumer Cynicism and Expectation for Transparency.” JWT surveyed adults aged 18-66 in Canada, the UK and the United States.