Released last week, the 2010 Cone Cause Evolution Study reports significant new evidence supporting the rise in importance of cause related marketing. Despite overall low consumer confidence and prolonged unemployment due to the recession, the one thing consumers are confident in is their belief in brands that support worthy causes.
Higlights of the report show that:
- 88% of people say it is acceptable for comapnies to involve a cause or issue in their marketing.
- 85% have a more positive image of a product or company that supports a cause they care about.
- 80% are likely to switch brands, similar in price and quality, to one that supports a cause.
The report also highlighted the powerful role of linking moms and causes in brand purchasing behavior.
Of mom’s surveyed, 95% say cause marketing is acceptable and 92% say they want to buy a product supporting a cause.