While the majority of consumers say they would be influenced to purchase a vehicle brand involved in social good, they also indicated a lack of awareness of such efforts.
Many automotive companies have campaigns that seek to inspire social good, and when correctly promoted, the organization’s investment in charitable causes can resonate with consumers by strengthening brand awareness, humanizing the organization and even affecting the bottom line, according to a survey by Kelley Blue Book.
Sixty-two percent say they are more likely to purchase a vehicle brand if that brand is promoting a social good campaign. However, the majority of respondents (60%) are unaware of any automotive social good campaigns.
For those who have heard of specific social good campaigns, Subaru had the highest percentage of recollection at 61%, followed by Honda at 44% and Ford at 29%.
Millennials are more aware of the Helpful Honda Dealers Campaign than any other age group. Ford, Chevrolet and Subaru are the top three brands that come to mind when consumers first think of social good campaigns.
Corporate social responsibility campaigns can be so influential that the majority of consumers say they are more likely to purchase a vehicle brand if it is promoting a social good campaign.
“It’s clear consumers appreciate automakers that give back to the community through charitable work, and they like to spend their hard-earned money with a company that is making a positive impact in the lives of others,” said Karl Brauer, senior director of automotive industry insights at Kelley Blue Book, in a release. “Awareness, however, may be the bigger challenge, with a majority of consumers unaware of any social good efforts sponsored by automakers.”
Fifty-six percent of respondents who support these types of campaigns say they would like auto manufacturers to support army, military and/or veteran organizations, followed by children’s charities at 42%.
Nearly two-thirds of respondents (64%) expect auto manufacturers to carry out social good campaigns. Seventy percent say they would like to see more automakers promote social good campaigns. Seventy-seven percent of those surveyed personally donate money and/or goods to charities.
Kelley Blue Book fielded this survey to 1,172 respondents visiting the KBB.com mobile website from March 18 - 21.