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Despite Economy, Americans Willing To Pay More For Holiday Gifts Associated With A Cause

Submitted by: Cone Communications

Categories: Philanthropy & Corporate Contributions, Corporate Social Responsibility

Posted: Nov 26, 2007 – 08:15 AM EST

 

Nationwide Poll Indicates When Price and Quality are Equal, 77 Percent Will Choose Brand That Supports a Cause

BOSTON, MA - November 26, 2007 - Amid financial worries, fewer Americans plan to engage in charitable activities this holiday season. However, cause-conscious consumers will continue to seek holiday gifts from companies that support charitable organizations, according to the 2007 Cone Holiday Trend Tracker, an annual survey of Americans' cause-related holiday purchasing attitudes and behavior. Nearly half (49 percent) of survey respondents say they proactively look for opportunities to purchase gifts associated with a cause. In fact, 67 percent of consumers view cause-related shopping as an important way to have an impact on an issue. Furthermore, 57 percent would be willing to pay more for a holiday gift if it was tied to a cause.

Cone's nationwide poll reveals that 72 percent of those who intend to donate less time or money to charitable organizations this holiday season cite the increased cost of living (driven by rising gas, oil and housing prices) as the leading factor. Yet, while budget-minded Americans say they will tighten their philanthropic purse strings, 74 percent wish companies would give them more opportunities to get involved with the social issues the companies support.

This year's Holiday Trend Tracker strongly suggests that cause remains a key differentiator during the holidays. When price and quality are about equal, 77 percent of Americans say they will choose the brand associated with a cause. Unfortunately, more than seven in 10 are not familiar with what companies are doing to support social issues.

"Holiday shoppers are seeking opportunities to make a meaningful impact through their purchases, and they want to know what companies are doing to support causes so they can be part of making a difference," says Julia Kivistik, executive vice president of Cause Branding, Cone LLC. "If businesses are to succeed in getting consumers to open their hearts and their wallets, they must tell consumers how to get involved and the specific impact they can make."

According to survey findings, cause-shopping advocates also indicate:

- 71% are motivated to purchase cause-related gifts to introduce a cause they care about to others
- 42% have purchased or plan to purchase a holiday gift that supports a cause this year
- 39% purchased a holiday gift supporting a cause last year

About the survey:
The 2007 Cone Holiday Trend Tracker presents the findings of an online survey conducted from November 8-9, 2007 among a national probability sample of 1,090 adults comprised of 518 men and 572 women 18 years of age and older, living in private households in the continental United States. Additional questions were fielded November 15-16, 2007 among a sample of 1,074 adults comprised of 515 men and 559 women 18 years of age and older. It was conducted by Opinion Research Corporation and has an error margin of +/- three percentage points.

About Cone:
Cone LLC (www.coneinc.com) is a strategy and communications agency engaged in building brand trust. Cone creates stakeholder loyalty and long-term relationships through the development and execution of Cause Branding, Brand Marketing, Corporate Responsibility and Crisis Prevention and Management initiatives. Cone is a part of the Omnicom Group (NYSE: OMC) (www.omnicomgroup.com). Omnicom is a leading global advertising, marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, interactive, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.

For more information about the survey or for a copy of the complete fact sheet, please contact Sarah Kerkian at Cone (skerkian@coneinc.com).

For more information, please contact:

Kelly Faville Cone LLC
Phone: 978-405-3199
Phone 2: 978-621-6667

For more from this organization:

Cone Communications

 

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