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If offered comparable price and quality, 91% of consumers worldwide would switch brands to one associated with a good cause, according to a recent study by Cone Communications and Echo.
Similarly, 92% of consumers surveyed said they would buy a product with a social or environmental benefit if given the opportunity, and more than two-thirds (67%) said they have done so in the previous 12 months.
Moreover, 90% of people surveyed said they would boycott a brand for irresponsible behavior.
Martin (Marty) Smith's comment,
June 16, 2013 2:40 PM
Agree with Russ. USA missing huge social, local and mobile marketing opportunities.
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How Social Marketing Helps Branding
The hardest part of my Cure Cancer Starter idea is not that it is a worthy cause, most people want to cure cancer, but that aligning with a cause is NOT a charity but a marketing decision. Grateful for this report that shows how influential alignment with good causes can be for brands today.
Causes help brands become REAL and emotional. Alignment is important. If you are what Jim Stengel calls an “elicit joy” brand in his highly recommended book GROW you will want to find a cause that elicits joy. If you are a “pride” brand you will want to find a “pride” cause.
Stengel’s “Brand Ideals” are covered here:
http://sco.lt/8RPl7x
I use the Cone Study all the time to help brands and companies understand “social marketing” or the adoption of a cause that is aligned with their branding is one of the most powerful forms of social marketing. Social Marketing is available to brands big and small, companies in the service business as well as large multi-nationals.