Percival Carter discusses cause marketing with WMTW

Erin Percival Carter, an University of Maine assistant professor of marketing, spoke with WMTW (Channel 8 in Portland) about cause marketing and the possible issues it can pose. Cause marketing involves companies partnering with charities and committing “a portion of profits to a worthy cause,” according to the report. The practice is common among Maine breweries. Percival Carter said she recommends caution when conducting cause marketing campaigns. “It can backfire and actually reduce charitable contributions overall,” she said.