According to the new 2010 Cone Cause Evolution Study, the 17-year benchmark of cause marketing attitudes and behaviors, 41% of Americans say they have purchased a product in the past year because it was associated with a social or environmental cause, a two-fold increase since Cone first began measuring in 1993. Also, 83 percent of consumers want more of the products, services and retailers they use to benefit causes.
Americans' social sentiment remained strong during the recession. Eighty-one percent said companies should financially support causes at the same level or higher during an economic downturn. Nearly two-thirds (64%) of consumers believe companies responded well to social and environmental issues during the recession.
Americans also say cause marketing continues to strongly influence their purchase decisions, with 88% saying it is acceptable for companies to involve a cause or issue in their marketing, and 80% are likely to switch brands, similar in price and quality, to one that supports a cause.
Also, 61% of Americans say they would be willing to try a new brand or one unfamiliar to them if it supports a cause.
The 2010 Cone Cause Evolution Study presents the findings of an online survey conducted July 29-30, 2010 by ORC among a demographically representative U.S. sample of 1,057 adults comprising 512 men and 545 women 18 years of age and older.