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How To Tap Cause Advocates To Boost Earnings

We are in the midst of a holiday season fraught with contradictory needs. The economy needs a boost from consumer spending, but shoppers are wary of parting with their dwindling dollars. Nonprofits have more people in need of help, but fewer funds available to address those needs. Companies need the reputational benefits of contributing to society, but fiscal uncertainties threaten their social commitments.Fortunately, companies can link economic opportunity with social good this holiday season by engaging with one of the most socially minded consumer groups in the marketplace.

 

Meet the Advocates

It is hard to define consumers with social or environmental interests--traditional marketing demographics simply do not apply. Yet, the 2008 Cone Cause Evolution Study uncovered a group of socially engaged consumers, or "Advocates," who represent a little more than 20% of the American population and who believe businesses should advocate for social and environmental change. Although they are not the most socially and environmentally active citizens ("Activists"), this group is by far the most willing to support causes through consumption.

 

According to the study, 94% of Advocates have a more positive image of companies that support causes that are important to them (compared to an average of 85% for all American adults) and nearly nine in 10 will switch brands to one associated with a good cause (compared to 79% average).

 

Perhaps most telling, of the entire spectrum of consumer subgroups in the 2008 segmentation, the Advocates were most likely to have purchased a cause-related product or service in the last year (46% versus 38% average). But for the Advocates, shopping alone does not suffice. They value the chance to roll up their sleeves and experience the issue:

  • 86% want to learn about a social or environmental issue (compared to 74% average);

  • 83% want to change their own behavior, such as eat healthier or reduce their environmental footprint (compared to 72% average);

  • 81% want to donate to a nonprofit identified by a company (compared to 66% average); and,

  • 75% want to advocate for an issue (versus 64% average).

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