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Would you choose to purchase from a brand that supports a good cause over one that doesn’t? Cause marketing is growing in all directions – from how much consumers care about it to how much companies are spending on it. Cause marketing is projected to grow from $1.68 billion in 2011 to $1.73 billion in 2012, and “purpose” as a purchase trigger has risen 26% in the last 4 years. More consumers are choosing to recommend, help promote, or even switch to purchasing from brands that support a good cause.
Globally, 87% of consumers believe businesses need to place at least equal weight on society’s best interests, but less than 33% believe businesses are performing well in addressing societal issues, which leaves a lot of room for improvement during the rest of 2012 and into 2013.
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Statistics Every Cause Marketer Should Know
Introducing: goodpurpose 2012
Cause Marketing: Women prefer brands that donate with each purchase