Cause marketing is a big buzz words these days - and big business.

And no wonder! A recent study found that 80 percent of people surveyed would switch brands (if quality and costs were comparable) if the product or service was associated with a good cause.

The Cone Cause Evolution Study shows that about 85 percent of respondents said they have a more positive image of a company when it supports a cause they care about. The same percentage said it was acceptable for companies to promote their affiliation with nonprofit organizations in their ads.

And more than one-third bought a product or service because it was related to a cause near and dear to their hearts.

More on how small business can take advantage of this tomorrow.

In less time than it takes get your latte at the local coffee shop, you can get a real buzz for your business.

In the ongoing series on establishing yourself as an expert, I talk about how to get publicity by joining forces with a nonprofit.