11/4/13
More than nine in 10 Americans (93%) say they have a more positive image of a company when it supports a cause, up from 85% who said so in 2010, according to Cone Communications. Nine in 10 consumers are more likely to trust (90%) or be more loyal to (90%) companies that support causes. More than eight in 10 say companies’ support of causes influences their decisions about where to shop, what to purchase, and which products and services to recommend to others (82% each). Nearly nine in 10 consumers say they’re very (37%) or somewhat (53%) likely to switch brands to one that supports a good cause, if price and quality are similar. More than half of Americans (54%) have purchased products associated with causes in the past 12 months, up 170% from the number who said so in 1993.
While most Americans (88%) want to hear about companies’ corporate social responsibility efforts, they also believe companies share positive information about their activities but withhold information that could be viewed in a negative light (87%). Six in 10 (60%) find companies’ communications about corporate social responsibility efforts to be confusing. Consumers say the best channel for communicating information about companies’ environmental and social efforts is on product packaging.
When asked what kinds of causes they most want to see companies support, consumers prioritize local quality-of-life issues (43%) over national (38%) or global ones (20%). Their chief concern is economic development on the local level, such as job creation and infrastructure. The study also examines specific demographic groups’ attitudes and behaviors regarding causes and corporate social responsibility, such as millennials, African Americans, and Hispanics.
SOURCE: “2013 Cone Communications Social Impact Study: The Next Cause Evolution,” September 2013, Cone Communications, Sarah Cahan, Senior Supervisor, Business Development, 855 Boylston St., Boston, MA 02116; 617-227-2111; scahan@conecomm.com; www.conecomm.com. Price: Available online at no charge.
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