Punch line: American consumers of all ages are increasingly motivated to buy products that have a connection to a particular charitable or social cause
The key caveat: when price and quality are the same.
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Excerpted from USA Today
Consumers are drawn to products with a charitable connection.
American consumers of all ages are increasingly motivated to buy products that have a connection to a particular charitable or social cause.
Nearly half of survey respondents ranked “social purpose” as the No. 1 factor.
In one recent survey, consumers ranked “purpose” as a significantly more important reason to buy a product than design, innovation or brand loyalty, when quality and price are the same.
“Americans seek deeper involvement in social issues and expect brands and companies to provide various means of engagement,”
“We call this the rise of the ‘citizen consumer.'”
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“Cause-related marketing .. is not about slapping a ribbon on a product any longer,”
“Almost half of respondents … say they feel brands only support good causes for publicity and promotion, and not because they really care.”
But for companies that get it right, the upside of cause marketing is big. Despite the recession, more than half of consumers say that they are willing to pay more for a product that supports a good cause,
Which companies are getting it right? Respondents placed Pepsi, Newman’s Own and Nike, respectively, on top.
The Homa Files 
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