What Consumers Say . . .

Given a buying choice between two products where price and quality are equal:

  • 78% of adults say “I'd be more likely to buy a product supporting a cause.”
  • 66% say “I'd switch brands to support a cause.”
  • 62% say “I'd switch retailers to support a cause.”
  • 54% say “I'd pay more for a product to support a cause.”

    Source: Cone Communications and Roper Starch Worldwide, 1997

    What CEOs Say . . .

    Here are the top reasons why CEOs say they engage in cause-related marketing:

    • 93% say it “builds relationships.”
    • 89% say it “enhances overall image.”
    • 61% say it “creates new marketing platforms.”
    • 54% say it “provides a purpose.”
    • 51% say it “differentiates products and companies.”
    • 50% say it “increases sales.”

    Source: Cone Communications and Roper Starch Worldwide, 1997