A survey from Cone LLC, an Omnicon company, shows that consumers prefer to buy from companies that support good causes.
This preference has been developing over time:
In a 1993 survey (Cone's first on this subject), 20 percent of respondents said they'd bought a product or service in the previous year because it was associated with a social or environmental cause. In the new survey, 41 percent said they'd done so. Moreover, they expect companies to be engaged in such matters. Eighty-eight percent now say it's acceptable "for companies to involve a cause or issue in their marketing," up from 66 percent in 1993.
85 percent of respondents agreed that "When a product or company supports a cause I care about, I have a more positive image of the product or company." Nearly as many, 83 percent, agreed that "I would like to see more of the products, services or retailers I use support worthy causes." Eighty-one percent want companies to "give them the opportunity to buy a cause-related product." A link to an appealing cause can also give a brand fresh standing with someone who hasn't previously been among its customers, as 61 percent said it would make them willing to "try a new brand or one they've never heard of."
Consumers are not cutting companies any slack for hard times. Just 19 percent subscribed to the view that "I understand if companies give less money to support causes and nonprofits" in an economic downturn. Thirty-one percent endorsed the opposite opinion that "It is more important than ever for companies to support causes and nonprofits." (The rest said they expect companies' level of support to stay "the same" in hard times.) But while large majorities want companies to support worthy causes and think more highly of brands when they do so, just 19 percent said they're willing to "buy a more expensive brand" to support a cause themselves.
Alison DaSilva, evp, knowledge leadership and insights at Cone says "Cause marketing provides a competitive advantage, not a license to increase prices. And when it does come to opting for a more expensive brand, we are still talking about one in five customers who would be willing to pay more -- and even more moms and 18-to-24-year-olds. If you promised a brand manager that one out of every five potential customers would consider his or her brand, even though it was a bit more expensive than the competitive set, I think they would ask where to sign."
