Research Studies

More than two-thirds of Americans say they consider a company’s business practices when deciding what to buy, according to the 2007 Cone Cause Evolution Survey. The latest study in Cone’s 14 years of Cause Branding ^sm and corporate responsibility research indicates an evolution in consumer thinking about the ways businesses interact with society.

Cone, in collaboration with The Boston College Center for Corporate Citizenship, is pleased to announce the release of our latest research, the 2008 Green Gap Survey. This year, the FTC began a series of public workshops to review its Guides for the Use of Environmental Marketing Claims (the "Green Guides") that have not been updated since 1998. In light of this, Cone and The Boston College Center for Corporate Citizenship recently fielded a nationally representative opinion survey on consumers’ understanding of and attitudes toward corporate environmental marketing claims. We also asked about their interest in third party oversight of such claims.

Holiday shoppers strive to be environmentally sensitive during the season of high consumption. Nearly half of Americans (48 percent) will try to buy fewer gifts or holiday products this season because they are concerned about the effect their consumption may have on the environment, according to the 2007 Cone Holiday Environmental Study.

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.

The 2006 Cone Millennial Cause Study shows that 61% of Millennials, born between 1979 – 2001, feel personally responsible for making a difference in the world. This civic-minded generation, 78 million strong, not only believes it is their responsibility to make the world a better place, they (78%) believe that companies have a responsibility to join them in this effort.

Tis’ the season of giving -- back. Findings from the 2006 Cone Holiday Trend Tracker, a nationwide poll to determine Americans’ plans for charitable giving during the holiday season, show that more than half of Americans intend to purchase a holiday gift that gives back a portion of the proceeds to a cause.

Findings from Cone's 2006 nonprofit research indicate existing and potential nonprofit donors are looking for a full spectrum of engagement with their nonprofit of choice. When deciding the cause or nonprofit donors want to support, nearly six-out-of-ten respondents indicated that they want opportunities to get involved beyond dollar donations.

Cone's 2005 Disaster Response Survey finds that more than half of Americans have greater confidence in corporate America’s ability to respond effectively to disasters than they do in their own government agencies. Moreover, more than half of Americans believe companies should support relief and reconstruction efforts until all affected areas are thriving once again.

Executives worried about a poisoned business climate and corporate mistrust can look at the latest findings of an 11-year research poll for a solution. The 2004 Cone Corporate Citizenship Study shows that eight in 10 Americans say that corporate support of causes wins their trust in that company, a 21 percent increase since 1997.

As corporate scandals continue to plague many prominent companies, Americans as consumers, employees and investors say they are willing to act against socially irresponsible companies, including boycotting their products. On the other hand, Americans are just as eager today as they were in the months following the September 11th tragedy to reward good corporate citizens, maintaining nine-year record highs of public support for companies that address social needs.

Eighty-five percent of corporations say they support causes to enhance employee loyalty, and 82 percent say they align with social issues to be a preferred employer, according to the 2000 Cone/Roper Executive Study, the nation’s first assessment of strategic philanthropy and cause marketing from a corporate perspective.