American Consumer Attitudes Toward Cause Marketing

No one has done more to promote the growth of cause marketing in America than Carol Cone and her colleagues at Cone Inc., a marketing communications agency now owned by Omnicom.

Perhaps Cone’s greatest contribution has been commissioning a series of consumer research studies tracking attitudes toward cause marketing. The October 2001 study, for example, indicated that post-9/11 Americans were increasingly expectant about corporate citizenship.

The October 2001 study included the core question that has been a part of the Cone studies since their inception:

• Price and quality being equal, would you be likely to switch brands if the other brand were associated with a good cause?
• In October 2001, 81% of respondents said they would be likely to switch – a record score!

To review key findings of the most recent surveys, visit the research section of Cone’s website: http://www.coneinc.com/Pages/research.html