Women Are Responding More Strongly to Cause Marketing since Sept. 11. (Consumer Spending & Attitudes)

Marketing to Women: Addressing Women and Women's Sensibilities, December 2001 | Go to article overview

Women Are Responding More Strongly to Cause Marketing since Sept. 11. (Consumer Spending & Attitudes)


Women have always favored companies that support good causes, but this trend has become especially strong since Sept. 11, according to Cone Inc. While two thirds of women (67%) agreed with the statement, "I believe that companies have a responsibility to support causes," in March 2001, over eight in 10 (82%) said so in October 2001. Three quarters of men agreed with this statement in October, up from 63% who said so in March.

Nine in 10 women (90%) and 86% of men believe that it is important for companies to continue their support of causes during an economic downturn, according to the October 2001 poll.

Over eight in 10 women (83%) and 80% of men are likely to switch brands to support a cause, when price and quality are equal, up from 58% (women) and 51% (men) in March. About three quarters of women (78%) and men (74%) are likely to consider companies' track records for supporting causes when they are doing their holiday shopping this year. Almost two thirds (64% of women and 63% of men) have already purchased or plan to purchase a holiday gift that supports a cause in 2001, up from 62% (women) and 51% (men) who said so in 2000.

Nine in 10 women (91%) and 85% of men say companies should inform consumers about their support of causes, compared to 74% of women and 73% of men who said so in March. …

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