TakeAway: Brands are searching for more ways to connect causes with marketing, and evolve consumer’s “slacktivism” to more significant social good.
Now, just “like” them on Facebook or tweet a specified phrase and some brands will donate to a cause.
You know what?
It works …
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Excerpted from Brandchannel.com, “Cause Marketing Does Affect Brand Purchase”
The Integer Group queried 1,200 Americans about factors influencing brand preference when choosing between two companies with both benefiting a cause, and selling a product similar in price and quality.
Survey results reveal that the brand’s philanthropic activities can influence shopper behavior and ultimately purchase decisions, and that gender is a factor:
- Both men and women are influenced by “personal relevance of cause“
- Women choose brands that promise instant gratification with each purchase, while for men, it’s less important
- “Brands need to appeal to men’s rationale side, delivering a more rational benefit for their participation in a cause program, which can lead to higher engagement”
- Men are more likely to support organizations, such as The Salvation Army or Goodwill, while women support disease prevention causes, such as breast cancer awareness
So, which brands do this well?
Top brands purchased based on their affiliation with a cause:
1. Yoplait
2. Anything Affiliated With Breast Cancer
3. and 4. (tied) Susan G. Komen for the Cure & Newman’s Own
5. General Mills
6. Yogurt in general
7. and 8. (tied) P&G and RED
9. Boxtops for Education
10. and 11. (tied) Kellogg’s, Campbell’s & Girl Scouts
12. Dawn
13. Avon
Edit by KJM
The Homa Files 