Trends Report

Marketing The Socially Responsible PC

Dell And Microsoft Bolster Their Consumer Product Brands With (RED)

February 21st, 2008
J. P. Gownder, Vice President, Principal Analyst
J. P. Gownder Vice President, Principal Analyst
With contributors:
Michelle de Lussanet , Remy Fiorentino , Ashara Giordanelli

Summary

Dell is offering PCs, with Microsoft's Windows Vista software, cobranded with the (RED) campaign, a philanthropic effort to combat HIV/AIDS in Africa. This type of social responsibility marketing appeals to a brand-loyal group of US consumers. Women, Gen X consumers, and seniors are particularly receptive to social responsibility marketing. (RED) campaign PCs resonate deeply in the Age of Style for PCs, as they empower deep self-expression for socially aware consumer segments by employing both visual styling and a message of values. Dell and Microsoft products, and their consumer product brands, will benefit greatly from their participation in the (RED) campaign.

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