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��ɫ����n demand for cause is stronger than ever, according to 20 years of benchmarking data released today by Cone Communications. Despite a marketplace saturated with cause-related programs and messages, the U.S. consumer appetite for corporate support of social and environmental issues appears insatiable, according to the :

• 54 percent bought a product associated with a cause over the last 12 months, increasing 170 percent since 1993
• 89 percent of ��ɫ����ns are likely to switch brands to one associated with a cause, given comparable price and quality, jumping nearly 35 percent since 1993
• 91 percent wants even more of the products and services they use to support cause
• 88 percent wants to hear how companies are supporting social and environmental issues

The is the latest in Cone’s pioneering analysis of ��ɫ����ns’ attitudes, perceptions and behaviors around corporate support of social and environmental issues.

“In the midst of the ribbonization of ��ɫ���� – where it’s near-impossible to walk down a store aisle without spotting a cause – consumers want to see even more brands engage in social and environmental issues,” observes Alison DaSilva – executive vice president, Research & Insights – Cone Communications. “Through 20 years of research, ��ɫ����ns’ inclinations to shop for good has ebbed and flowed, alongside economic upheaval, political unrest and acts of terrorism. But one thing remains clear: consumer demand for cause is stronger than ever, solidifying it as a savvy business strategy.”

The Demand for Proof of Progress

Although the number of pressing social issues is vast, ��ɫ����ns are clear in the areas they most want companies to focus. Economic development is the number one priority for the majority of consumers (44%), and they want to feel the impact of corporate efforts close to home in their local communities (43%).

Source: Cause Marketing Forum