Shoppers Likely to Switch Brands to Support Causes During the Holidays

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December 6, 2011

Retailers and private label manufacturers take note -- new research shows that shoppers are more likely to buy a product associated with a cause than those that are not, as consumers make social issues a priority when it comes selecting what brands to buy.

An overwhelming 94 percent of consumers are likely to switch brands -- about equal in price and quality -- to one that supports a social issue, according to data from Cone Communications, a public relations and marketing agency specializing in cause branding and corporate responsibility. This purchase behavior is at an all time high and has been growing since Cone first began measuring in 1993.

“Over the years, consumers have been increasingly expecting companies to support social causes. Now we're seeing Americans demand companies address issues by speaking with their wallets," said Craig Bida, executive vice president of cause branding and nonprofit marketing. "For companies, the message is clear -- with consumer expectations higher than ever, it is critical for brands to support causes and demonstrate meaningful impact on important social issues."

Additionally, Cone's research shows that:

• Most consumers (91 percent) would buy a product associated with a cause, if given the opportunity; 62 percent say they already have purchased a cause-related product in the past year.
• Eight out of ten respondents (81 percent) would donate to a charity supported by a company they trust, if given the opportunity; 70 percent say they have already made a donation in the past year.

In ranking specific causes consumers want to support, economic development topped their wish list, at 96 percent.

"Americans expect companies to address issues that affect the quality of life locally and advance economic development, such as Starbucks' Create Jobs for USA campaign," said Bida. "This campaign has differentiated Starbucks from the competition and given it an edge to communicating brand values during the holidays and amid a struggling economy."

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