Cone: 83% consumers want to help causes
“When price and quality are equal, we know most consumers will choose the product benefiting the cause,” said Alison DaSilva, Executive Vice President with Cone. “But causes alignment can have an even bigger influence on consumer choice, pushing them to experiment with something different and unfamiliar. Cause branding is a prime opportunity for companies to extend beyond their traditional marketing and increase exposure to potential new consumers.”
• 88% of consumers believe it is okay for brands to use causes/issues in their campaigns
• 85% of consumers think more highly of brands associated with causes the consumer cares about
• 80% of consumers may switch brands if one supports a cause and one does not
• 61% say they will try new brands affiliated with causes
• 19% are willing to purchase more expensive brands if that brand is associated with a cause
Not only are consumers allowing cause marketing efforts to influence their personal purchases, but many allow causes or issues to determine where they work (87%) and where they invest (79%).
Women are most likely to be influenced by cause marketing efforts, with 95% believing that cause marketing is acceptable. This should come as no surprise since women make the bulk of household purchases. From kids clothing to groceries and cleaning items, women are purchasing products and like to think they are giving back. Close behind women are Millenials; 94% believe cause marketing is acceptable.