Americans Skeptical of Brands’ Association With Causes—Cite Disconnect Between Cause and Offering


Consumers want Authenticity: Although the majority of Americans (96%) say they can identify two to three causes that are important to them personally, the 2011 MSLGroup Social Purpose Index finds that only 37% of Americans have actually purchased a product associated with a cause in the past year. The gap between socially conscious consumers and their actual cause-related purchase decisions can be explained through heightened skepticism in the marketplace today, says the survey report. This skepticism is a result of many companies supporting causes that don’t necessarily make sense for their business or their brands. The message: Causes should feel authentic. Other findings from the Index include:

• Most Americans (74%) agree

that there is often too much of a disconnect between the causes companies support and the brands and products they sell, while nearly as many (67%) feel that companies only support causes to sell products.

• 55% of Americans surveyed gave their time and/or money in the past year to support hunger, yet only 23% ranked hunger among the top three causes they view as most important.

• These gaps between the issues consumers rank most important and those they actually support also appeared among the issues of poverty and homelessness.

Source: MSLGroup 







 

 


Comments Off



Deals of the Week

$150 Off PR News' Social Media Summit

socialmedia201602-180x150Join PR News in Huntington Beach, CA on Feb. 26 for the Social Media Summit, where you'll be immersed in real-world, tactical case studies from brands, nonprofits and agencies and get takeaways in pulling and analyzing social media data; emerging social platforms and apps and so much more. 

Use code “150” at checkout to save $150 o the regular rate.

$50 off the CSR & Green PR Guidebook

csr_vol7_print_digital-thumbPR News’ CSR & Green PR Guidebook, Vol. 7 captures best practices in communicating the positive relationships that organizations are building with their communities of interest. This six-chapter guidebook connects the dots between the effective communication of positive social contributions and corresponding improvements in bottom lines.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

cover5.18

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.