There is much going on at our company these days. We simplified our name; added a rocket to our logo; and we are getting ready to move into new digs in a building that Howard Hughes once roamed around in when he owned Trans World Airlines.
We are now simply known as Barkley. It's the name most people have referred to us for years. And in mid-November, we move into our new offices in the Crossroads Arts District of Kansas City in a building that was once TWA's world headquarters. Howard Hughes put a rocket on top of the building to signify his dream that someday TWA would take passengers into outer space. We have put the rocket back on the building as we bring this classic retro modern building back to life.
For us the rocket signifies our company's desire to explore and discover new ways to help our clients succeed. One of the growing ways we are doing that is through cause branding. And for the second consecutive year, Barkley Public Relations has partnered with PRWeek Magazine to sponsor a survey on the state of cause branding. If you have not seen it yet. you can read it or download it at our website - www.beappr.com.
This year, we tried something new. We conducted a consumer survey, PRWeek's first ever. We talked with members of three different generations - Gen Y; Gen X; and, the Boomers. We learned that all generations continue to see the growing importance of corporations partnering with non profits to further causes through education, awareness and funding. There are differences as you would suspect there would be.
Boomers are more trusting of companies in general while the Gen X'ers (30-41 years old) are the most skeptical and trust corporate motivations the least. Two thirds of all respondents said it is important to know why a company has chosen to support a particular cause. And by almost a three to one margin, all respondents said a company should support a variety of causes as opposed to supporting only a single cause.
Almost two thirds (64%) of all respondents said they have purchased a branded product because it supports a cause they believe in. And almost nine out of ten said it is important for companies to support causes or charitable organizations.
I encourage you to take a look at the entire survey and accompanying article in the October 23 edition of PRWeek. Please let us know what you think of the data and give us feedback so we can make the 2007 survey even better.
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