Cause-Related Messages Resound With Teens

Companies hoping to cash in on the $150 billion teen market can gain a competitive edge by supporting certain causes, a new study finds. When price and quality are equal, 89% of teens say they would be
likely to switch brands to one associated with a good cause, according to the second annual 2000 Cone/Roper Cause-Related Teen Survey. Carol Cone, CEO of Cone Inc., a Boston-based strategy firm that links
companies and causes, says the study demonstrates that today's teenagers are looking for ways to play a positive role in society, and they understand the influence their purchasing power can buy. The
study also identifies girls as more likely to be influenced by a company's identification with causes.