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BizReport : Research archives : August 22, 2013


Brands: Consumers want you to be involved

The time is now to get involved - with causes and with disaster relief. That is the takeaway from a new report out from Cone. According to the research most global citizens want to see their favorite brands involved in charitable causes.

by Kristina Knight

Researchers found that most people (87%) want companies to get involved in relief efforts in the long-term, not just in the weeks after a natural or other disaster while 89% believe companies should offer 'in kind' support - like employee volunteers, donations and mobile response units.

"It can't be a case of 'if' companies contribute to natural disaster recovery efforts; it must be a question of 'how," said Craig Bida, executive vice president - Social Impact, Cone Communications. "Regardless of geography, citizens are looking to companies - even more so than government agencies - to create and implement real, on-the-ground solutions to acute and urgent needs. Consumers in communities have been burned by slow reaction times or inadequate resources in past relief efforts. What our research has documented is a citizen call for help that corporations simply cannot ignore."

Other interesting findings include:

• 54% of people say they've joined in to help with relief efforts
• 9 in 10 say companies who 'get involved' receive a more favorable impression from them
• 69% say corporations are 'better equipped to respond' is disasters than citizens

Some brands simply don't have the manpower to send employees around the world, or the money to support huge relief efforts. But a new release from Plink may allow these smaller businesses to take part in disaster relief - even those operating on tight budgets.

Called Goodswipe, the platform helps businesses raise money for through normal debit or credit card swipes. The platform has been adopted by more than 75,000 restaurants and retailers in the US.

"It's truly a win, win for all parties. Goodsearch, through Goodswipe, receives the benefit of its loyal users becoming more engaged and excited as they can earn donations for their daily purchases while donating faster to their cause, and Plink is able to drive even more traffic and sales to our partners," said Peter Vogel, co-founder and CEO of Plink. "Goodsearch is an innovative leader and this is another extension of their efforts to provide their users with the ability to change the world through simple everyday actions."

The platform was developed by Goodsearch and is powered by Plink.






Image via Shutterstock

Tags: cause marketing, charitable giving, Cone Communications, disaster relief, GoodSwipe, Plink








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