Concept Marketing Teams with American Heart Assn.January 17, 2013
Heart disease is the No. 1 killer of women, and is more deadly than all forms of cancer combined. And because women are the predominant purchaser of home fashions, the American Heart Association is exploring various means to reach out and educate women on how to help avoid heart disease, which led to the development of the new collection.
Aside from creating furniture, home textiles and other home décor in the program, ‘Home is Where The Heart Is’ will drive awareness of heart disease in women and raise revenue for the American Heart Association.
“Because women are the predominant purchaser of home furnishings, we believe fashionable home furnishings in concert with marketing materials, hangtags and other literature about the charity’s mission, will serve as a means to educate the female consumer about how to live a healthy lifestyle and avoid this number one killer,”
said Kerry Glasser, founder of Concept Marketing Group, New York City. “We are in the beginning stage of identifying various companies in a broad-array of home categories who will be interested in participating in this very worthwhile cause-related opportunity. We feel strongly that both the retailer and ultimate consumer will be attracted to well-designed products knowing of the association with the American Heart Association."
According to research, women are more likely to support companies who partner with the American Heart Association. Over 80 percent of women agree they are more inclined to buy their products and speak well of a company aligned with the American Heart Association.
“When companies partner with the American Heart Association they are not only doing good, but making a difference in their business,” Glasser added.
“An estimated 43 million women in the U.S. are affected by heart disease and ninety percent of women have one or more risk factors for developing heart disease,” said Lynne Muth, vice president of corporate relations for the American Heart Association. "This is a very common health issue that companies can make a big difference on. “This is the perfect time for the home industry to come on board as we continue to explore new means of reaching the consumer.”