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Statistics Every Cause Marketer Should Know – Cause Marketing Forum

November 13, 2011

Statistics Every Cause Marketer Should Know

By David Hessekiel, Cause Marketing Forum

If you’re a cause marketer, you undoubtedly need quick access to research to support your daily work. Here are some statistics from 2008 to 2011 that shed new light on doing well by doing good.


The Numbers – Although it’s difficult to quantify cause marketing spending, IEG predicts corporate cause sponsorship to reach $1.7 billion in 2011.

Consumers Crave Communication – Ninety-three percent of consumers want to know what companies are doing to make the world a better place and 91% also want to be heard by companies. Unfortunately, 71% report being confused by the message companies use to talk about their efforts and impacts. 2011 Cone/Echo Global CR Study

Millennials: A Critical Cause Demographic – Millennials, more than Non-Millennials, prefer active engagement in cause campaigns, such as volunteering their time (31% versus 26%), cause-support purchasing (37% versus 30%), encouraging others to support a cause (30% versus 22%), and participating in fundraising events (27% versus 16%). Thirty-seven percent of Millennials report being drawn to products co-branding with cause campaigns where their purchase is a form of support, such as Tom’s Shoes One for One Campaign. American Millennials: Deciphering the Enigma Generation, a report from Barkley based on research conducted as part of a joint partnership with Service Management Group, The Boston Consulting Group and Barkley


Consumer Expect Marketing with Purpose Globally – Eighty-six percent of consumers around the world believe that business needs to place at least equal weight on societal interests as on business interests. 2010 Edelman goodpurpose

Marketing Experts Agree – Two-thirds of brands now engage in cause marketing (up from 58% in 2009) and 97% of marketing executives believe it is a valid business strategy. 2010 PRWeek/Barkely PR Cause Survey

Communication is Key – 90% of consumers want companies to tell them the ways they are supporting causes. Nearly two-thirds (61%) don’t think companies are giving them enough details about their efforts, including the amounts donated and the length of the promotions. 2010 Cone Cause Evolution Study

Hispanics and African Americans Respond to CM – One-third of Hispanic and African American consumers report that they almost always choose brands that support causes they believe in, compared to just one in five Non-Hispanic Whites. Yankelovich MONITOR Multicultural Study 2010


Consumers Punish Companies with Bad Reputations: 72% of US consumers say they have avoided purchasing products from companies whose practices they disagree with. 2009 BBMG Conscious Consumer Report

People Seek Authentic Corporate Commitment – Globally 66% of people believe%

via Statistics Every Cause Marketer Should Know – Cause Marketing Forum.


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