• Brandweek, Monday, March 9, 2009 11 AM

Procter & Gamble is putting a renewed focus on cause marketing as both the company and charities feel the pinch of the recession, Elaine Wong reports.

This month's P&GbrandSaver coupon booklet promotes three charity programs, for example, the most it ever has. Consumers who redeem coupons for brands like Tampax, Always, Pampers and PUR water filters will also be indirectly contributing to causes related to the brands.

A survey by Boston-based brand strategy firm Cone of 1,071 U.S. adults last year found that 75% of consumers were more likely to buy a product when a portion of sales go toward a specific cause. And 52% said corporations should still maintain their commitment to giving in tough times. "Good is the new black," says founder Carol Cone. "Like black, it never goes out of style."

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