Consumers Support Cause-Oriented Brands
Cause Survey
PR
Week/Barkley, October 2008
"85% of moms feel it's important for companies to support causes and charities and an overwhelming (97.3%) of corporate marketers believed that cause branding is a valid business strategy."
"Even while limiting their personal giving, moms still choose to purchase brands that support a cause--sometimes at a premium. Smart brands are recognizing that cause helps them be as recession-proof as possible."
View Report
Behavioral Cause Study
Cone/Duke University, October 2008
"Participants spent nearly twice as long (49% more time) examining ads with cause affiliation, in each of the product categories, versus the control."
“The good news is that the greatest opportunity for companies lies across 70 percent of the population…[t]he lesson is that cause is not a one-size-fits all customer acquisition and loyalty strategy. Companies must be willing to not only sell or communicate, but also to listen and educate. By recognizing the needs, beliefs and attitudes that influence a consumer’s support of cause efforts, companies can appeal to consumers where they stand and help them progress to more responsible consumerism."
