How can the 'Respect Campaign' - FIFA/CIES International ...

certain brand. 28 A survey conducted in the United States indicates that 92% of consumershave a better opinion of a certain brand if that brand contributes to an important cause. 29 87%of consumers choose a different brand than they usually consume if this brand is linked to agood cause. As quoted on page 7 of that survey: "Good is the new Black: Cause is Here tostay". Maslow's ‘scale of needs’-theory explains how one is driven by unsatisfied needs, andonce a basic need is provided, different needs become more significant to satisfaction. 30 In ourcontext, it seems that social marketing provides a person with self-esteem and fulfillment ofoneself. Research indicates clearly that identification with corporate responsibility, acorporation contributes to a sense of the consumer's self-esteem. 31Added to that, one can point on a prominent distinct link between corporate financial successand strength of the community in which the corporation operates. A recent study, publishedby Stanford University, examined the opinions of 759 MBA graduates from top 11 schools inthe United States. An amazing figure of 97.3% of respondents were willing to give up on anaverage of 14.4% of their salary wages to work for a fully responsible organization. 32This engagement of the workers of the corporation themselves causes some advantages notonly for the corporation itself. The corporation allocates funds from its budget but at the sametime allocates its human resources. Project management personnel from within thecorporation and human capital among its employees are allocated or even volunteering for inthe project. The corporation contributes its professional knowledge, allows the use of itsfacilities and infrastructure and donates its spare equipment to the benefit of the project andtherefore in last instance the society. Two examples for illustration: BritishTelecommunications Company BT in collaboration with UNICEF has set up the wellestablished internet project ‘Better world campaign’. 33 It is aimed at teaching childrencommunication skills to achieve various goals. Apart from the establishment and operation ofinfrastructure for the project, the involvement of the corporation includes about 3,000 of its28 CB Bhattacharya and Sankar Sen, "Doing Better at Doing Good: When, Why and How consumers respond tocorporate social initiatives," California Management Review (2004), 47(1), 6.29 Cone, "Research & Insights," Cone, http://www.coneinc.com/files/2007ConeSurveyReport.pdf (accessed July2, 2010).30 Abraham H. Maslow, “A Theory of Human Motivation,” Psychological Review 50 (1943), 370-396 ed.Babiak and Wolfe (2006), 215.31 Bhattacharya and Sen (2004), 6.32 MBA Research at Stanford – Stanford Graduate School of Business, "News,"http://www.gsb.stanford.edu/news/research/montgomery_mba.html (accessed July 2, 2010).33 Official Homepage of BT, “BT: Better World Campaign,” BT, http://www.btbroadbandinformation.com/betterworld-campaign/(accessed June 12, 2010).8