The 2008 edition of the PRWeek/Barkley Cause Survey is published and any company who is not involved in cause branding today should take notice. Why? Because moms, who are responsible for more than $2.1 trillion in consumer spending this year like to spend with companies that support good causes.
The survey revealed that moms demand companies use their power for good, with 85.6 percent saying it’s important for companies to support a cause. With regard to their purchasing decisions, 58 percent say they would pay more for a brand that supports a cause, 69.2 percent say they would try a brand because it supports a cause, and 76.8 percent say they would recommend a brand that supports a cause. Overall, 66 percent of moms say they have purchased a brand because it supports a cause.
You can download a pdf of the survey and article along with a transcript of our 2008 Cause Roundtable by going to this link at the Barkley website.
And here is a link to a column on cause written by PRWeek's Erica Iacono who we work with each year to develop the survey.
In this economy, the companies that have established cause programs will benefit from the special relationship they are developing with their customers. And those companies that don't have them, now is a fine time to consider starting one. It could prove to be the point of differentiation that separates a company from its competitors. And when the economy does improve, the difference will be even greater.
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