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2013 cone communication social impact study

by on Oct 07, 2013

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The 2013 Cone Communications Social Impact Study, which highlights Americans’ attitudes, perceptions and behaviors around corporate support of social and environmental issues. The study reveals ...

The 2013 Cone Communications Social Impact Study, which highlights Americans’ attitudes, perceptions and behaviors around corporate support of social and environmental issues. The study reveals critical findings and insights for marketing and CSR practitioners, including:
• U.S. consumers’ enthusiasm to shop with a conscience has never been stronger, but securing their cause-related dollars is no longer a foregone conclusion as they question both corporate and individual impact
• Hispanics emerge as one of the most socially conscious and actively engaged consumer segments, signaling a must-engage audience for CSR efforts
• Social media is a must-use channel to inform and engage with consumers around issues and initiatives as consumers increasingly look to online and mobile venues for CSR information

Here we've outlined four key takeaways from the study:

Consumer demand for cause is at an all-time high:
- 54% of U.S. consumers bought a product associated with a cause over the last 12 months, increasing 170% since 1993
-89% is likely to switch brands to one associated with a cause, given comparable price and quality, jumping nearly 35% since 1993
- 91% wants even more of the products and services they use to support cause
-88% wants to hear how companies are supporting social and environmental issues

High demand comes with high expectations for impact – and doubts about corporate impact persist:
- 16% of Americans believe companies have made significant positive impact on social or environmental issues
-25% believes their own purchases substantially influence those issues

Multicultural consumers emerge as critical stakeholders, with Hispanics leading the way:
-94% of Hispanics are likely to switch brands to one associated with a good cause (vs. 89% of the general U.S. population)
-Hispanics are more likely to consider a company's support of issues when deciding: what to buy (86% vs. 82%), where to work (80% vs. 71%) and where to invest 70% vs. 60%)
-Hispanics more frequently go beyond the register to donate (70% vs. 65%), volunteer (47% vs. 42%) and advocate on behalf of companies (43% vs. 38%)

Millennials come of age as cause proponents, but bring a critical eye:
- 78% of Millennials consider a company's CSR commitments before deciding where to work (vs. 71% of the general U.S. population)
-64% uses social media to address or engage with companies around social or environmental issues (vs. 51% of the general population)
- 26% will share negative information about companies and issues they care about (vs. - 20% of the general U.S. population)

Read full Report http://www.conecomm.com/2013-social-impact

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2013 cone communication social impact study 2013 cone communication social impact study Document Transcript