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Cause Marketing Captures Coveted "Mum" Demographic |
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Even in troubled economy, cause drives sales, trial and traffic from mums Kansas City, Kansas (PRWEB) October 27, 2008 -- The 2008 PR Week / Barkley Cause Survey reveals that philanthropic activities reward businesses' bottom lines, even in the midst of economic constraints. In particular, the survey found that moms specifically channel their purchasing decisions toward companies that support a cause. Among the 83 million American moms, 82 percent say they drive household purchasing decisions, representing over $2.1 trillion in annual spending. The survey revealed that moms demand companies use their power for good, with 85.6 percent saying it's important for companies to support a cause. With regard to their purchasing decisions, 58 percent say they would pay more for a brand that supports a cause, 69.2 percent say they would try a brand because it supports a cause, and 76.8 percent say they would recommend a brand that supports a cause. Overall, 66 percent of moms say they have purchased a brand because it supports a cause."Moms have clearly spoken that cause marketing is an important part of their relationship with brands.""Even while limiting their personal giving, moms still choose to purchase brands that support a cause--sometimes at a premium. Smart brands are recognizing that cause helps them be as recession-proof as possible."When surveyed about the economy's effect on their household charitable giving, 29 percent of moms say they have cut back on their contributions. "Moms have clearly spoken that cause marketing is an important part of their relationship with brands," said Mike Swenson, EVP and chief marketing officer, Barkley. "Even while limiting their personal giving, moms still choose to purchase brands that support a cause--sometimes at a premium. Smart brands are recognizing that cause helps them be as recession-proof as possible." The survey, which also interviewed CMOs, found that companies are responding to consumer demand for cause marketing. Sixty-seven percent of companies today have a cause program. In fact, 97.3 percent of CMOs say that cause is a valid business strategy. They also revealed that their top colleagues agree; 80 percent say they do not receive resistance from senior management when developing a cause strategy. When asked about the benefits of executing a cause program, 40 percent cited an increase in sales/retail traffic to the business. For the full survey or to listen to a Podcast of the Cause Survey Roundtable, visit Barkley or PR Week.About the PR Week / Barkley Cause Survey: Source: http://www.prweb.com/ October 27th, 2008 Add this article...           |