Dear  ,

 

In its 2009 trend forecast, New York-based branding agency Toniq predicts "Causism" will replace "Consumerism" as people of all ages, genders and backgrounds think about their place in the world: their purpose, contribution, personal legacy.  Moreover, cause marketing will "move to a more central place in branding communications."

 

"Despite the downturn, across the globe people's sense of commitment to helping others, and to brands and companies that share that commitment, remains strong," according to the 2009 Edelman goodpurpose global study of consumer attitudes.

Based on talk among leaders at the Business for Social Responsibility and Clinton Global Initiative conferences, BusinessWeek columnist Alyson Warhurst predicts:  "As budgets tighten and the generosity of the boom era gives way to more limited and 'strategic' engagement, corporate giving is becoming unapologetically value added. Gone for now are the days when companies could give money just to be beneficent: Instead, we will see investments targeted to help companies manage their risks, responsibilities, and reputation: what I call R3."

 

My takeaway: There will continue to be an important "place at the table" for smart cause-related programming in 2009.