Whatever constraint the economy has put on consumers' inclination to make purchases that are linked to a cause, the activity is far more common now than it was a couple of decades ago. In a 1993 survey (Cone's first on this subject), 20% said they'd bought a product or service in the previous year because it was associated with a social or environmental cause. In the new survey (conducted in July), 41% said they'd done so. Moreover, they expect companies to be engaged in such matters. 88% now say it's acceptable "for companies to involve a cause or issue in their marketing," up from 66 percent in 1993.
advertisement
advertisement