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BizReport : Ecommerce : December 14, 2011


Most consumers would switch brands for a cause

Americans expect companies to do their bit for social issues and the economic good, found a survey by Cone Communications. Consequently, more than 9 out of 10 consumers were found to be more likely to switch to a brand or product that supports a social charity or cause.

by Helen Leggatt

The_Salvation_Army-logo-A6504A47DF-seeklogo.com.gifCompanies need to show support to causes that address social issues, says Cone Communications, by dipping their hands in their pockets. A whopping 94% of respondents to their survey said they would swap their usual brand for another that supported a local cause, assuming the price and quality were comparable.

Two-thirds (62%) claim to have purchased a product that supports a cause over the course of the last year, compared to 49% last year.

According to Cone Communications this purchase behavior is at an all time high since they began monitoring 18 years ago.

"Over the years, consumers have been increasingly expecting companies to support social causes," said Craig Bida, executive vice president of cause branding and non-profit marketing. "Now we're seeing Americans demand companies address issues by speaking with their wallets."

The intent is there. Ninety-one percent of respondents said, if given the chance, they would purchase a product or brand that supported a cause. Similarly, 81% said they would donate to a cause if it was supported by a company they trust.

Over the next two weeks Cone Communications will be examing this year's top 10 trends in cause marketing and corporate responsibility. Part 1 has already been posted.

Tags: brand marketing, cause marketing, consumer behavior, consumer insight, product marketing, social cause, social responsibility, US










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  • Interesting, but how big is the difference from norms? (norms as in other reasons - price, promotion, etc). Local causes - also interesting, how local is local?




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