Even as Cause Marketing Grows, 83% of Consumers Still Want to See More
Results of the 2010 Cone Cause Evaluation Study show that mothers and Millenials (18 to 24 years) are the most likely to buy products tied to a cause, but all Americans are becoming more interested in buying such products overall.
Despite an ongoing nationwide recession, 81% of Americans said that companies should continue to support causes during times of economic downturn. In fact, 64% of consumers said they thought companies have responded well to social and environmental issues during the recession. Overall, cause marketing continues to heavily influence Americans’ purchase decisions:
- 88% say it is acceptable for companies to involve a cause or issue in their marketing;
- 85% think more positively about a product or company when it supports a cause they care about;
- 80% are likely to switch among similar brands to one that supports a cause;
And more specifically, about switching brands:
- 61% of Americans say they would be willing to try a new brand;
- 46% would try a generic or private-label brand; and,
- 19% of consumers would be willing to purchase a more expensive brand.
Overall, mothers appear to be the demographic most likely to be influenced by cause marketing; 95% find cause marketing acceptable, 92% want to buy products that support a cause, and 93% are more likely to switch brands. In general, moms (61%) have purchased more cause-related products over the last year than any other demographic.
Millenials are also heavily influenced by cause marketing; 94% find cause marketing acceptable while 53% have bought a product supporting a cause this year. A company’s support of issues also influences Millenials in where to work (87%) and where to invest (79%) as well.
The leading causes consumers want companies to support include:
* Economic development – 77% * Health and disease – 77% * Hunger – 76% * Education – 75% * Access to clean water – 74% * Disaster relief – 73% * Environment – 73%