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Consumers Support Companies that Support a Cause, Finds Study

September 17, 2010

Consumers Support Companies that Support a Cause, Finds Study

I found this article interesting because Robin and I had just discussed this with a client yesterday. Cause marketing continues to influence U.S. consumers. Consumers feel better and are more willing to purchase things if they know that they are benefiting a good cause. “Eighty-three percent of U.S. consumers want more of the products, services and retailers they use to benefit causes, according to the new 2010 Cone Cause Evolution Study. The report also finds that 41% of consumers have purchased a product in the past year because it was associated with a social or environmental cause.” According to the new 2010 Cone Cause Evolution Study.

U.S. consumers are now expecting businesses to meet their social responsibilities. “81% percent said companies should financially support causes at the same level or higher during an economic downturn.”

With 88% of consumers say that it is acceptable for companies to involve cause or issues in their marketing and that 85% have a more positive image of a company when it supports a cause they care about.

So what demographics are the most cause conscious? “Moms and millennials (18-24 years old.) 95% of mothers find cause marketing acceptable (vs. 88% average), and 92% want to buy a product supporting a cause (vs. 81% average). They are also more likely to switch brands, and have purchased more cause-related products in the past year than any other demographic.”

Bob Lipp, president of Marcomm Group, suggests asking yourself the following questions:

—What green advantages to my product are most relevant to my target market?
—How can these advantages help the customer’s bottom line?
—How can these advantages reduce fines or waste-handling costs?
—What are the most significant regulations facing the industry you are trying to sell to?
—What other non-monetary benefits can the customer gain from using your products?

To read more of this article click on the link

If you need ideas for cause marketing or don’t know how to approach or pitch the idea to media outlets feel free to  Email us today.

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