When choosing between two brands that benefit a cause, 43% of women say they choose the brand that donates with every purchase over a brand that donates a set amount. This was revealed in "The Checkout," the shopper experience study currently underway by The Integer Group and M/A/R/C Research.
"This may be because shoppers aim for instant gratification and a feeling of doing good, which they receive from making each purchase. This is also good for the brand since it encourages repeat purchase and loyalty," said Randy Wahl, EVP, M/A/R/C Research.
Women seem to be motivated by causes that hold an emotional and personal relevance, according to study results. Of several different causes, women report finding disease prevention the most compelling, with social change, faith based, animal welfare and child welfare causes all trailing behind.
On the other hand, many cognitive researchers believe that rational thought trumps empathy in men's brains. This seems to point to a more pragmatic process of why men lean more toward social causes where involvement is typically a monetary fix versus an emotional engagement.
"Brands need to appeal to men's rationale side, delivering a more rational benefit for their participation in a cause program, which can lead to higher engagement. Men are more likely to support organizations like The Salvation Army or Goodwill, with women saying they support disease prevention causes such as breast cancer awareness," said Craig Elston, SVP, The Integer Group. "If you're targeting women, focus on the messaging as a means to evoke emotion."[Source: "The Checkout." The Integer Group and M/A/R/C Research. 29 July 2011. Web. 12 Aug. 2011.]