More than two-thirds of Americans say they consider a company’s business practices when deciding what to buy, according to the 2007 Cone Cause Evolution Survey. At the same time, there is a substantial increase in the number of American workers who want their employers to support a social cause or issue. The latest study in Cone’s 14 years of Cause BrandingSM and corporate responsibility research indicates an evolution in consumer thinking about the ways businesses interact with society.
"Cause marketing efforts have a proven impact on sales and remain effective ways for a company to express its heart and humanity," says Julia Hobbs Kivistik, executive vice president of Cause Branding, Cone, LLC. "However, there has been a radical change once again in the value equation involving consumers, companies, and society…Now, companies have a strategic imperative to also consider their operating practices and how they impact their social commitments. Today’s informed consumers are now asking, ‘Is this a good company?’ and ‘What does it stand for?’ "
Across a broad range of industries, business practices are now an additional purchasing influence for approximately one-third of American shoppers. Another third of consumers consider both social issues and business practices when deciding what to buy. An overwhelming majority of Americans (85%) say they would switch to another company’s products or services if a problem with business practices was uncovered.
Long-Term Support of Social Issues a Major Brand Differentiator for Consumers
Americans’ expectations of companies are at an all time high—83% say companies have a responsibility to help support causes, and 92% acknowledge they have a more positive image of a company that supports a cause they care about. In many areas, Americans are more likely than ever before to reward companies for their support of social issues. 87% are likely to switch from one brand to another (price and quality being about equal) if the other brand is associated with a good cause, an increase of more than 31% (from 66%) since 1993.
Americans also consider a company’s commitment to social issues when deciding:
- Which companies they want to see doing business in their communities-86% (vs. 58% in 2001)
- Where to work-77% (vs. 48% in 2001)
- Which stocks or mutual funds to invest in-66% (vs. 40% in 2001)
Meaningful Commitment to Causes Highly Important to Employees
American employees’ expectations of companies have also increased, and quite dramatically—72 percent wish their employers would do more to support a cause or social issue. This has climbed 38 percent (vs. 52%)since Cone’s last survey in 2004.
Employees familiar with their companies’ cause programs indicate:
- They are proud of their companies’ values-88%
- They feel a strong sense of loyalty to their companies-89%
- It is important for their companies to provide them with opportunities to become involved in causes-93%
"Employees are a company’s most valuable currency—they are the brand touch points, the ambassadors of a business," states Carol Cone. "Because of the advancements in technology and the Internet, there is no longer a separation between the workplace and community. The workplace has become community for today’s employees so it is important for companies to deeply engage with them through purposeful work around causes and through communications about their business practices which are aligned with these causes. When companies inspire their workforces in this way, employees will be proud and loyal and will carry forward positivemessages about their companies to their families and friends."
Two-Way Communications Key to Breaking Through
Advertising and the Internet are the two main ways Americans prefer companies to communicate their social and environmental issues and practices (45% and 41% respectively). Americans are also using technology proactively to learn about and support social and environmental issues and causes. More than one in five (22%) have used the Internet or other technologies to engage in grassroots activism. Others are searching for information on issues (37%) or are forwardingimportant messages to family and friends (38%).
"Consumers have always relied on word of mouth recommendations to influence their decision making, and the increase in prominence of viral communications has made this form of idea exchange even easier," explains Kivistik. "When a company communicates its cause activities in relevant, emotionally compelling ways and highlights the related social impacts,consumers will pass along the message to those around them."
Consumers Savvy About Seeking Causes Most Relevant to Business
Health remains the leading issue Americans want companies to address (80%). Education, environment, and economic development (job creation, income generation, and wealth accumulation) tie for second place at 77 percent.
About the survey:
The 2007 Cone Cause Evolution Survey presents the findings of an online survey conducted March 29, 2007 by Opinion Research Corporation among a sample of 1,066 adults comprising 499 men and 567 women 18 years of age and older. Results concerning the causes Americans find important were gathered in a separate online survey on May 7, 2007 by Opinion Research Corporation among a sample of 1,097 adults comprising 525 men and 572 women 18 years of age and older. The margin of error associated with a sample size of 1,000 is ± 3%.
No Comments Yet
No comments yet.
