||Statistics Every Cause Marketer Should Know
If you're a cause marketer, you undoubtedly need quick access to research to support your daily work. Here are some statistics from 2008 to 2013 that shed new light on doing well by doing good.
The Numbers -- Cause sponsorship is predicted to reach $1.78 billion in 2013, a projected increase of 4.8% over 2012. IEG Sponsorship Report
Cause Compels Consumers to Move -- 91% of global consumers are likely to switch brands to one associated with a good cause, given comparable price and quality. 2013 Cone Communications/Echo Global CSR Study
Consumers May Pay More -- 50% of global consumers said they would be willing to reward companies that give back to society by paying more for their goods and services (44% in the U.S. and 38% in Canada). Nielsen 2013 Consumers Who Care Study
Consumers Report Confusion -- 70% of consumers are confused by the messages companies use to talk about their CSR initiatives. 2013 Cone Communications/Echo Global CSR Study
Purpose is Ever-More Embedded in Purchases -- 47% of consumers have bought a brand at least monthly that supports a cause, representing a 47% increase from 2010. Over the years, consumers have taken increased action on behalf of brands with Purpose:
• 39 percent increase in "would recommend" cause-related brands
• 34 percent increase in "would promote" cause-related brands
• 9 percent increase in "would switch" brands if a similar brand supported a good cause
Expectations Don't Align with Performance -- While 87% of global consumers believe that business needs to place at least equal weight on society's interests as on business' interests, less than a third believe business is performing well in addressing societal issues. Edelman goodpurpose 2012
The Numbers -- Although it's difficult to quantify cause marketing spending, IEG's numbers put corporate cause sponsorship at $1.68 billion in 2011, predicted to grow to $1.73 billion in 2012. IEG Sponsorship Report
Consumers Crave Communication -- Ninety-three percent of consumers want to know what companies are doing to make the world a better place and 91% also want to be heard by companies. Unfortunately, 71% report being confused by the message companies use to talk about their efforts and impacts. 2011 Cone/Echo Global CR Study
Millennials: A Critical Cause Demographic -- Millennials, more than Non-Millennials, prefer active engagement in cause campaigns, such as volunteering their time (31% versus 26%), cause-support purchasing (37% versus 30%), encouraging others to support a cause (30% versus 22%), and participating in fundraising events (27% versus 16%). Thirty-seven percent of Millennials report being drawn to products co-branding with cause campaigns where their purchase is a form of support, such as Tom's Shoes One for One Campaign. American Millennials: Deciphering the Enigma Generation
Consumers Expect Marketing with Purpose Globally -- Eighty-six percent of consumers around the world believe that business needs to place at least equal weight on societal interests as on business interests. 2010 Edelman goodpurpose
Marketing Experts Agree -- Two-thirds of brands now engage in cause marketing (up from 58% in 2009) and 97% of marketing executives believe it is a valid business strategy. 2010 PRWeek/Barkely PR Cause Survey
Communication is Key -- 90% of consumers want companies to tell them the ways they are supporting causes. Nearly two-thirds (61%) don’t think companies are giving them enough details about their efforts, including the amounts donated and the length of the promotions. 2010 Cone Cause Evolution Study
Hispanics and African Americans Respond to CM -- One-third of Hispanic and African American consumers report that they almost always choose brands that support causes they believe in, compared to just one in five Non-Hispanic Whites. Yankelovich MONITOR Multicultural Study 2010
Consumers Punish Companies with Bad Reputations -- 72% of US consumers say they have avoided purchasing products from companies whose practices they disagree with. 2009 BBMG Conscious Consumer Report
People Seek Authentic Corporate Commitment -- Globally 66% of people believe it's no longer enough for corporations to merely give money away, but that they must integrate good causes into their day-to-day business. 2009 Edelman goodpurpose Consumer Study
Consumers Believe Companies Can Make a Difference -- 60% of US consumers say businesses are in the best position to impact social issues, as opposed to government (14%). 2009 Waggener Edstrom Worldwide Consumer Research
Marketers Are Sticking With It -- 61% of CMOs say they plan to maintain their level of cause commitment in spite of the recession. 2009 PRWeek/Barkley Cause Survey
Cause Marketing Increases Sales -- Behavioral research demonstrated a 28 to 78% increase in actual purchase within the toothpaste and shampoo categories. 2008 Cone/Duke University Behavioral Cause Study
Cause Increasingly Creates Differentiation -- 79% of Americans say they would be likely to switch from one brand to another, when price and quality are about equal, if the other brand is associated with a good cause (compared to 66% in 1993). 2008 Cone Cause Evolution Study
People are Cause Conscious in Many Aspects of Life -- 89% of Americans state it is very/somewhat important to know about the values of companies they come in contact with - whether through buying products, working for them or living in a community in which they operate. The 2008 MS&L Global Values Study
(Source: The Non-Profit Times, 08/02/13)
What's In It For You:
We all know that cause marketing opportunities attract a lot of positive attention. It also draws a healthy dose of skepticism from prospects as they ask, "How do you know it will work?" And we reply with the (n)ever helpful, "We just know." Good research helps close deals; and this cause research can help you position your station's cause campaign with some good, solid facts as leverage. Make sure to partner these benefits clearly with your client's business goals and you've got a concept you can really run with.
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