| Consumers Will Switch Brands For a Cause
Where price and quality are equal, 76% of consumers are likely to switch to brands or retailers that support a cause in which they believe. This is up 10 points for brands and 14 points for retailers from 1993. Cause marketing is where a company offers to contribute a specific amount of money to a designated cause when the customer buys the company's product or service. The short list of effective causes includes improving public schools, youth programs, cleaning up the environment and providing college scholarships. The environment, of prime concern to many, moved from fourth priority to second place in the last few years. Those most receptive to cause marketing when making a purchase are women age 18 to 49, parents of young children, and Influentials. Influentials are defined as educated, upwardly mobile young professionals. |