Magazine article Marketing to Women: Addressing Women and Women's Sensibilities

Moms Are More Receptive to Cause Marketing Than Other Adults

Magazine article Marketing to Women: Addressing Women and Women's Sensibilities

Moms Are More Receptive to Cause Marketing Than Other Adults

Article excerpt

Moms, in every instance, are more likely than adults in general to support cause-related marketing, according to Cone Marketing. Nearly all moms (95%) find it acceptable for companies to get involved with cause marketing, compared to 88% of adults who feel the same. A similar percentage of moms (93%) say cause-marketing efforts are likely to entice them to switch brands, compared to 80% of adults who say the same.

CAUSE MARKETING SHOPPING ATTITUDES & BEHAVIORS, MOMS VS. ADULTS IN
GENERAL

                                                    Moms  Adults

Is acceptable                                        95%   88%
Increases likelihood of switching brands             93%   80%
Makes them willing to try new, unknown brand         73%   61%
Purchased cause product/service in past year         61%   41%
Makes them willing to pay more for product/service   27%   19%

SOURCE: Cone Marketing

Note: Table made from bar graph.
PREFERRED CAUSE MARKETING OPPORTUNITIES, MOMS VS. ALL ADULTS

                                                       Moms  Adults

Portion of price of purchased product supports cause,  92%    81%
issue

Teaches about social, environmental issue              91%    80%

Solicits ideas, feedback on company's cause-related    89%    75%
efforts

Encourages them to make changes, such as heathier      88%    78%
eating

Donates money to non-profit                            88%    75%

Allows them to volunteer for cause, issue              85%    72%

Allows them to advocate on behalf of issue             81%    72%

SOURCE: Cone Marketing

Note: Table made from bar graph. … 
Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.