Sponsoring the arts: what’s in it for business?

Sometimes in making a purchasing decision, the customer also considers the image of the business that made the product. Is that company a ‘good’ company? Do they have a ‘moral’ license to operate? Are they a trusted part of the community? There is still a debate as to how important these questions are when the consumer makes a decision but it is probably fair to say that for some consumers and some companies, they are very important. A business may sponsor the arts to build positive connections, attitudes and values in the minds of its target customers by linking the business with innovative and creative thinking.