U.S. citizens and residents have long been lauded for their generous nature. But, the recent recession forced many people to reduce the amount of support they could lend to their favorite causes. Even as the country recovers from recession, fewer consumers are involved in supporting charities and experts say this situation presents an opportunity for marketers.
A new Edelman study, goodpurpose, shows that U.S. consumers believe supporting social issues is their responsibility (35%), not the government’s (22%). But this year, only 53% consumers will lend their support to a favorite cause. This is a significant drop from the 2010 level of 60%. Carol Cone, global practice chair, Business + Social Purpose, Edelman, says marketers can work this paradox to their advantage. "Brands and corporations can ease the burden for consumers by making involvement in social issues easier and more aligned with the core needs they face today – jobs, hunger, education and healthcare."
The study shows that when consumers see their favorite brands “aligning themselves with causes”, they take the following actions:
- Would recommend cause-related brands 39%
- Would promote cause-related brands 34%
- Would switch brands to support a good cause 9%
Edelman executives say that marketers can make even more of a difference in countries with rapidly growing economies. In many of these places, consumers have a higher likelihood of donating time and money to causes and purchasing products sold by marketers which have advertised a high-profile purpose.[Source: U.S. Consumers Feel More Responsible to Help. Edelman.com. 26 Apr. 2012. Web. 18 May 2012]