â–¶ Do-Gooder Brands: A study by VanguardComm finds that one-third of Hispanic and African-American consumers almost always choose brands because they come from companies with strong CSR and cause-marketing programs they believe in—compared to just one in five non-Hispanic whites. Other findings include:
• 79% and 84% of Hispanic and African-American respondents, respectively, agreed with the statement “companies that make sincere efforts to be part of the Hispanic/African-American community deserve my loyalty.”
• 62% and 68% of Hispanic and African-Americans, respectively, agreed that very few brands and companies genuinely care about the state of their communities.
Source: VanguardComm