News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Consumers want to see impact of their cause-related purchases
Cause marketing draws in many consumers but, according to new research from Cone Communications, it's not good enough to just promote a cause, consumers want proof their purchases are making a real impact.
The latest Social Impact Study from Cone Communications shows that the number of 'socially conscious' consumers in the U.S. has risen 170% in the last 20 years. Furthermore, there has been a 35% rise in the propensity to switch brands to one that supports a cause during the same period. Cause marketing continues to be a way in which brands can promote their socially aware motives.
According to Alison DaSilva, executive VP for Research & Insights at Cone Communications, "consumer demand for cause is stronger than ever, solidifying it as a savvy business strategy".
Economic development is the biggest issue Americans hope companies will try to solve, with 44% voting it as their top preference. Fighting poverty and hunger was the next most popular cause (14%), followed by environmental causes (13%).
But, while consumers are drawn to such environmental and social causes and 54% of the 1,270 U.S. respondents to the study had purchased a product associated with a cause over the last year (up from 41% in 2010), many remain skeptical that buying those products is doing little to make any real difference.
Only one quarter of U.S. adults were of the opinion that purchasing products that backed a cause was making any difference to the issues highlight. Furthermore, just 16% believe companies touting cause-related concerns are making a positive impact on either social or environmental issues.
Cone Communications warns companies that they must provide "personally relevant and tangible evidence" that their cause has been positively impacted by consumers' purchasing choices. Ways in which this can be done include putting results on packaging (21% of consumers want to find out results this way), or distributing results via news media (16%) or a print, broadcast or online ad (16%).
Image via Shutterstock
- The best practices for mobile brands in 2014
- Forecast: Big data to push SMBs into 2014
- Report: TV ads pushing engagement, intent
- Report: Online wide open for CPG brands
- Webrooming, Showrooming pushing shopper engagement
- Reports show what worked and didn't over Thanksgiving
- Value of price comparison providers revealed
- Commuters highly engaged and active mobile audience for brands, retailers
Featured White Papers
- 10 Tips to Rock the Twittersphere
Engagement on Twitter can help companies build brand awareness, strengthen customer relations and cultivate brand advocacy. These 10 tips lay...
- 10 Tips to Make your Facebook Content Newsfeed-Worthy
There's only one surefire way to reach the heart of your Facebook Fans: the newsfeed. And for brands, that means...
- Benefits of Web Self-Service
Customers want to solve their issues quickly and easily on the Web. Here we provide 3 recommended capabilities to invest...
- Google Hummingbird - The Marketer's Guide
Hummingbird is the most dramatic change that the Google search algorithm has seen in well over a decade....
- Worksheet: Are You Ready for Marketing Automation?
Use this worksheet to determine if your company is ready to use marketing automation. Regardless of your score, there's good...
- Wiley's Modern Marketing Book Bundle - A Free 163 Page Sampler
This Wiley e-book bundle includes selected materials from 6 recently published titles in Wiley's expansive catalog of titles. The material...
- 5 Recurring Revenue Growth Secrets
Your existing customers are the lifeblood of your business and the revenue that they provide is your most profitable. Why...