Why 'cause marketing' gets onto most company's agenda

I stumbled upon this great video while doing some research on CSR (Corporate Social Responsibility) and Shared Value. Okay, it turns out to be a commercial, but since it's ultimately for a good cause I don't mind putting it up here. Furthermore it contains some great insights into why 'cause marketing' is slowly getting on most corporations' agenda, like:

• 88% of consumers would switch from one brand to another if the brand was associated with a good cause (all other things being equal);
• 85% of people have a more positive image of a company when it supports a cause they care about;
• 79% of people would prefer to work for a socially responsible company.

Before I forget: cause marketing is much more than writing a fat check to a good cause and telling everyone about it ;-)