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Posts Tagged ‘cause marketing’

Public Grows More Skeptical of Brands’ ‘Green’ Claims

If you think it, then it might as well be true.

The big takeaway from the latest “Green Gauge” survey from global research company GfK shouldn’t surprise you: consumers are growing more and more skeptical of brands’ green claims.

The depth of the public’s confusion and distrust, however, is worth noting:

  • 22% of consumers aren’t sure about the accuracy of environmental claims made by brands (that’s a 200% increase over the past five years)
  • 10% don’t know how well companies carry out their “environmental responsibilities” (a 300% increase over the same time period)
We feel like these numbers are too low, because 100% of consumers should be “unsure” of environmental claims made in ad and marketing content. (You can blame our cynicism and our experience in marketing and PR.)

Maybe these consumers are just afraid to admit how little they know.

Read more

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Moms Most Open to Cause Marketing

The 2010 Cone Cause Evolution Study shows that moms are the most receptive to cause marketing and are the most likely to make cause-related purchases. Moms purchased more cause-related products than the other demographics surveyed (1,057 adults over the age of  18 were polled; 512 men and 545 women). Ninety-two percent of moms want to buy products that support causes.

“Certainly moms tend to have a strong sense of empathy for social issues and a desire to make the world a better place for their children. Buying a product attached to a cause is an easy way to make a small difference and still check a ‘to-do’ off the list,” Cone Insights Supervisor Sarah Kerkian told Fast Company.

The study also found that 83 percent of all consumers want more socially-conscious products and 41 percent of Americans have purchased an item because it was associated with a social or environmental cause, perhaps a little surprising given the economic recession. With the economy in mind, 81 percent of respondents said “companies should financially support causes at the same level or higher during an economic downturn.”