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Cause Marketing: Women Prefer Brands That Donate With Each Purchase

BizReport.com, Thursday, August 25, 2011 11:15 AM

The Integer Group asked a panel of 1,200 Americans what would influence their preference for one brand over another when it comes to causes the brands promote. All things being equal (same product category, price and quality) women say they are most likely to buy from companies backing cures and prevention, with social change, faith-based, animal and child welfare causes also appealing.

The study found that men and women part ways when mulling products from companies that donate with every purchase: women are more likely to respond to these programs (44% vs. 38% of the overall population) while only 33% of men said donations-with-purchase influences their decision to buy.

From the cause perspective, consumers were most drawn to Yoplait (and yogurt brands in general), Newman's Own, General Mills, P&G, Kellogg, Campbell Soup, Girl Scouts, Dawn and Avon.

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