Cause Marketing - US - November 2014

SCOPE AND THEMES
What you need to know
Definition
Data sources
Consumer survey data
Consumer qualitative research
Direct marketing creative
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Cause marketing reaches more than 180 million
Figure 1: Influence of cause marketing on purchasing decision, September 2014
Issues and insights
Skepticism: motives for cause marketing campaigns often questioned
Cause-fatigue: consumers overwhelmed by the many causes and calls to action
Backlash: cause controversy can alienate some consumers
The consumer
Children and generation strongly influence cause marketing attitudes
Figure 2: Influence of cause marketing on purchasing decision (frequently, occasionally), by presence of children in household and by generation, September 2014
About four in 10 buy products with cause marketing messages
Figure 3: Reactions to cause marketing campaigns, September 2014
Millennials are more sleuthy
Figure 4: Reactions to cause marketing campaigns, Millennials versus Baby Boomers, September 2014
TV commercials, product packaging, and in-store displays educate consumers
Figure 5: Top ways consumers learn about cause marketing campaigns, September 2014
Half of consumers think companies should support health-related causes
Figure 6: Top causes consumers think companies should support, September 2014
Companies should align with causes that somehow related to their products
Less consensus among Millennials reflects diversity of the generation
Figure 7: Top causes consumers think companies should support, by generations, September 2014
Favorable opinions do not necessarily translate into brand loyalty
Figure 8: Attitudes toward cause marketing – Opinions of companies and loyalty, September 2014
Conflicted consumers
Consumers want companies to commit
Figure 9: Most appealing cause marketing strategies, September 2014
What we think
ISSUES AND INSIGHTS
Consumers question the true motives behind cause marketing
The issues
The implications
Some consumers are cause-fatigued
The issues
The implications
Taking a stance on controversial issues can result in backlash
The issues
The implications
TREND APPLICATION
Trend: Moral Brands
Trend: Giving Back
Trend: Play Ethic
INNOVATIONS AND INNOVATORS
Certification program: Food Recovery Network
Design does double duty: Project Gregory
Figure 10: Project Gregory exterior and interior, 2014
Making the connection: LinkedIn Volunteer Marketplace
One-for-one expansion: L. condoms
Figure 11: L. Condoms, TV ad, 2014
Taking the high road: Intel cuts conflict materials
Complete transparency: Zady
Managing donations and sharing the news: PlanG
Making the connection: Cake Fundraising
Instant giving: SnapDonate
MARKETING STRATEGIES
Overview of the brand landscape
Health-related campaigns
Breast Cancer Awareness – Pink Ribbon Campaign
Figure 12: Macy’s, Email ad, October 2014
Figure 13: Loft, Email ad and landing page, October 2014
Figure 14: Aerie, Email ad, October 2014
Figure 15: Nine West, Landing page from email ad, October 2014
Figure 16: General Motors, Direct mail, October 2014
Figure 17: Clinique, Email ad, October 2014
Figure 18: Avon, Email ad, October 2014
Ebola outbreak spurs cause marketing efforts
HIV/AIDS continues to draw support
Figure 19: Bank of America, website screenshot, 2014
Figure 20: MAC Cosmetics, online video, 2014
Child welfare campaigns
Food insecurity
Figure 21: Plum Organics, Online video, 2013
Figure 22: Plum Organics, Website screenshot – Memes, 2014
Illness
Figure 23: Buca di Beppo, Print ad, 2014
Education/literacy campaigns
Figure 24: Target, TV ad, 2014
Figure 25: Target, Print ad, 2014
Poverty/homelessness
Figure 26: Hanes, TV ad, 2013
Other interesting initiatives
Walmart supports women-owned businesses
Walgreens opens training center for autistic workers
Figure 27: Have Dreams, Online video, 2013
Chicken of the Sea celebrates 100 years with Great American Gratitude Tour
Uber holiday promotions
SOCIAL MEDIA
Key points
Market overview
Key social media metrics
Figure 28: Key performance indicators, selected causes, Oct. 6, 2013-Oct. 5, 2014
Brand usage and awareness
Figure 29: Usage and awareness of causes, August 2014
Interaction with brands
Figure 30: Interaction with causes, August 2014
Leading online campaigns
Social good + social gaming
Viral marketing
Rewarding altruism
Social media-thon
#GivingTuesday
What we think
Online conversations
Figure 31: Selected disaster relief twitter mentions, November 2013
Figure 32: Online mentions, selected causes, Oct. 6, 2013-Oct. 5, 2014
Where are people talking about causes online?
Figure 33: Mentions, by page type, selected causes, Oct. 6, 2013-Oct. 5, 2014
INFLUENCE OF CAUSE MARKETING ON PURCHASING DECISIONS
Key points
Three quarters of consumers are influenced by cause marketing
Figure 34: Influence of cause marketing on purchasing decision, September 2014
Affluent households most likely to be influenced
Figure 35: Influence of cause marketing on purchasing decision, by household income, September 2014
Presence of children strengthens influence of cause marketing
Figure 36: Influence of cause marketing on purchasing decision, by presence of children in household, September 2014
Millennials most influenced by cause marketing
Figure 37: Influence of cause marketing on purchasing decision, by generations, September 2014
REACTIONS TO CAUSE MARKETING
Key points
Four in 10 consumers ignore cause marketing messages
Figure 38: Reactions to cause marketing campaigns, September 2014
Women more receptive to cause marketing
Figure 39: Reactions to cause marketing campaigns, by gender, September 2014
Millennials are more sleuthy
Figure 40: Reactions to cause marketing campaigns, by generations, September 2014
HOW CONSUMERS LEARN ABOUT CAUSE MARKETING
Key points
Media marketing plays largest role in spreading the word
Figure 41: How consumers learn about cause marketing campaigns, September 2014
Children influence how consumers learn about cause marketing
Figure 42: How consumers learn about cause marketing campaigns, by presence of children in household, September 2014
Millennials more likely to learn from online sources, recommendations
Figure 43: How consumers learn about cause marketing campaigns, by generations, September 2014
CAUSES COMPANIES SHOULD SUPPORT
Key points
Health-related causes most important to consumers
Figure 44: Causes consumers think companies should support (top five), September 2014
Insight: The diseases that kill Americans versus the ones they donate to
Gender does not sway support of gender equality, anti-bullying, LGBT rights
Figure 45: Causes consumers think companies should support (top five), by gender, September 2014
Respondents with children support kid-related causes
Figure 46: Causes consumers think companies should support (top five), by presence of children in household, September 2014
Less consensus among Millennials reflects diversity of the generation
Figure 47: Causes consumers think companies should support (top five), by generations, September 2014
Less consensus among those who are most influenced by cause marketing
Figure 48: Causes consumers think companies should support (top five), by influence of cause marketing on purchasing decision, September 2014
ATTITUDES – POSITIVE OPINIONS AND CAUSE MARKETING
Key points
Authenticity valued in cause marketing
Insight: The tarnishing of the pink ribbon
Figure 49: Attitudes toward cause marketing – Positive, September 2014
Cause marketing more appealing to higher-income households
Figure 50: Attitudes toward cause marketing – Positive – Any agree, by household income, September 2014
Presence of children strongly influences attitudes toward cause marketing
Figure 51: Attitudes toward cause marketing – Positive – Any agree, by presence of children in household, September 2014
Millennials more positive about cause marketing
Figure 52: Attitudes toward cause marketing – Positive – Any agree, by generations, September 2014
ATTITUDES – NEGATIVE OPINIONS AND CAUSE MARKETING
Key points
Consumers’ relationships with cause marketing is complex
Figure 53: Attitudes toward cause marketing – Negative, September 2014
High-income consumers have mixed feelings about cause marketing
Figure 54: Attitudes toward cause marketing – Negative – Any agree, by household income, September 2014
Parents also conflicted
Figure 55: Attitudes toward cause marketing – Negative – Any agree, by presence of children in household, September 2014
Millennials also more likely to have strong opinions – both positive and negative
Figure 56: Attitudes toward cause marketing – Any agree, by generations, September 2014
CHANGES IN BEHAVIOR AROUND CAUSE MARKETING
Key points
More than six in 10 say cause marketing influences their purchases
Figure 57: Changes in behavior around cause marketing, September 2014
Higher-income respondents more likely to be doing some activities
Figure 58: Changes in behavior around cause marketing (more or about the same), by household income, September 2014
Respondents with children more likely to be doing nearly all activities
Figure 59: Changes in behavior around cause marketing (more or about the same), by presence of children in household, September 2014
Baby Boomers giving money, Millennials giving time
Figure 60: Changes in behavior around cause marketing (more or about the same), by generations, September 2014
APPEAL OF VARIOUS CAUSE MARKETING STRATEGIES
Key points
Companies need to commit, regardless of consumers buying in
Figure 61: Appeal of various cause marketing strategies, September 2014
Respondents with children more interested in nearly all forms of cause marketing
Figure 62: Any appeal of various cause marketing strategies, by presence of children in household, September 2014
At least half of Millennials see appeal in all strategies evaluated
Figure 63: Any appeal of various cause marketing strategies, by generations, September 2014
IMPACT OF RACE AND HISPANIC ORIGIN
Key points
Non-Hispanic Whites are least likely to be influenced by cause marketing
Figure 64: Influence of cause marketing on purchasing decision, by race/Hispanic origin, September 2014
Black and Asian respondents appear more engaged in cause marketing
Figure 65: Reactions to cause marketing campaigns, by race/Hispanic origin, September 2014
Causes of choice differ slightly among Black, White respondents
Figure 66: Causes consumers think companies should support, by race/Hispanic origin, September 2014
Blacks more positive, Asians and Hispanics appear conflicted
Figure 67: Attitudes toward cause marketing – Any agree, by race/Hispanic origin, September 2014
Appeal of top cause strategies similar regardless of race/Hispanic origin
Figure 68: Any appeal of various cause marketing strategies, by race/Hispanic origin, September 2014
CONSUMER SEGMENTATION
Overview
Figure 69: Cause marketing cluster groups, July 2014
The Believers (27%)
Demographics
Characteristics
Opportunity
The Conflicted (38%)
Demographics
Characteristics
Opportunity
The Other Priorities (35%)
Demographics
Characteristics
Opportunity
Cluster characteristic tables
Figure 70: Influence of cause marketing on purchasing decision, by cause marketing clusters, September 2014
Figure 71: Reactions to cause marketing campaigns, by cause marketing clusters, September 2014
Figure 72: How consumers learn about cause marketing campaigns, by cause marketing clusters, September 2014
Figure 73: Causes consumers think companies should support (top five), by cause marketing clusters, September 2014
Figure 74: Attitudes toward cause marketing – Any agree, by cause marketing clusters, September 2014
Figure 75: Attitudes toward cause marketing – Strongly agree, by cause marketing clusters, September 2014
Figure 76: Changes in behavior around cause marketing (more or about the same), by cause marketing clusters, September 2014
Figure 77: Changes in behavior around cause marketing (more or about the same), by cause marketing clusters, September 2014
Figure 78: Changes in behavior around cause marketing (less), by cause marketing clusters, September 2014
Figure 79: Any appeal of various cause marketing strategies, by cause marketing clusters, September 2014
Cluster demographic tables
Figure 80: Cause marketing clusters, by demographics, September 2014
APPENDIX – SOCIAL MEDIA
Online conversations
Figure 81: Online mentions, selected causes, Oct. 6, 2013-Oct. 5, 2014
Brand usage or awareness
Figure 82: Brand usage or awareness, August 2014
Figure 83: Health-related (eg Susan G. Komen for the Cure, The Movember Foundation) usage or awareness, by demographics, August 2014
Figure 84: Disaster relief (eg American Red Cross) usage or awareness, by demographics, August 2014
Figure 85: Animal welfare (eg The Humane Society of the United States, PETA) usage or awareness, by demographics, August 2014
Figure 86: Military/Veterans (eg The Wounded Warrior Project, (USO) United Service Organizations) usage or awareness, by demographics, August 2014
Figure 87: Self-acceptance and anti-bullying (eg The Trevor Project, GLAAD) usage or awareness, by demographics, August 2014
Figure 88: Child welfare (eg UNICEF) usage or awareness, by demographics, August 2014
Activities done
Figure 89: Activities done, August 2014
APPENDIX – OTHER USEFUL CONSUMER TABLES
Influence of cause marketing on purchasing decisions
Figure 90: Influence of cause marketing on purchasing decision, September 2014
Figure 91: Influence of cause marketing on purchasing decision, by gender, September 2014
Figure 92: Influence of cause marketing on purchasing decision, by age, September 2014
Figure 93: Influence of cause marketing on purchasing decision, by gender and age, September 2014
Figure 94: Influence of cause marketing on purchasing decision, by presence of children in household, September 2014
Reactions to cause marketing
Figure 95: Reactions to cause marketing campaigns, by age, September 2014
Figure 96: Reactions to cause marketing campaigns, by gender and age, September 2014
Figure 97: Reactions to cause marketing campaigns, by household income, September 2014
How consumer learn about cause marketing
Figure 98: How consumers learn about cause marketing campaigns, by gender, September 2014
Figure 99: How consumers learn about cause marketing campaigns, by age, September 2014
Figure 100: How consumers learn about cause marketing campaigns, by gender and age, September 2014
Figure 101: How consumers learn about cause marketing campaigns, by household income, September 2014
Figure 102: How consumers learn about cause marketing campaigns, by race/Hispanic origin, September 2014
Causes companies should support
Figure 103: Causes consumers think companies should support (top five), by age, September 2014
Figure 104: Causes consumers think companies should support (top five), by gender and age, September 2014
Figure 105: Causes consumers think companies should support (top five), by household income, September 2014
Figure 106: Causes consumers think companies should support (top five), by reactions to cause marketing campaigns, September 2014
Attitudes toward cause marketing
Figure 107: Attitudes toward cause marketing – Positive, September 2014
Figure 108: Attitudes toward cause marketing – Negative, September 2014
Figure 109: Attitudes toward cause marketing – Any agree, by gender, September 2014
Figure 110: Attitudes toward cause marketing – Any agree, by age, September 2014
Figure 111: Attitudes toward cause marketing – Any agree, by gender and age, September 2014
Figure 112: Attitudes toward cause marketing – Any agree, by influence of cause marketing on purchasing decision, September 2014
Figure 113: Attitudes toward cause marketing – Strongly agree, by presence of children in household, September 2014
Figure 114: Attitudes toward cause marketing – Strongly agree, by influence of cause marketing on purchasing decision, September 2014
Changes in Philanthropic behavior
Figure 115: Changes in behavior around cause marketing – Rebased, September 2014
Figure 116: Changes in behavior around cause marketing (more or about the same), by race/Hispanic origin, September 2014
Figure 117: Changes in behavior around cause marketing (more or about the same), by age, September 2014
Figure 118: Changes in behavior around cause marketing (more or about the same), by household income, September 2014
Figure 119: Changes in behavior around cause marketing (more or about the same), by race/Hispanic origin, September 2014
Figure 120: Changes in behavior around cause marketing (more or about the same), by presence of children in household, September 2014
Figure 121: Changes in behavior around cause marketing (more or about the same), by generations, September 2014
Figure 122: Changes in behavior around cause marketing (more or about the same), by influence of cause marketing on purchasing decision, September 2014
Figure 123: Changes in behavior around cause marketing – Less, September 2014
Figure 124: Changes in behavior around cause marketing – Any more or same use (more or about the same), by age, September 2014
Figure 125: Changes in behavior around cause marketing – Any more or same use (more or about the same), by influence of cause marketing on purchasing decision, September 2014
Figure 126: Changes in behavior around cause marketing – Less, September 2014
Appeal of various cause marketing strategies
Figure 127: Appeal of various cause marketing strategies, September 2014
Figure 128: Any appeal of various cause marketing strategies, by gender, September 2014
Figure 129: Any appeal of various cause marketing strategies, by age, September 2014
Figure 130: Any appeal of various cause marketing strategies, by gender and age, September 2014
Figure 131: Any appeal of various cause marketing strategies, by household income, September 2014
Figure 132: Any appeal of various cause marketing strategies, by influence of cause marketing on purchasing decision, September 2014
APPENDIX – TRADE ASSOCIATIONS