Consumers Expect Companies to Be Philanthropic, Gauge Purchases Accordingly

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The 2006 PRWeek/Barkley Public Relations Cause Survey reveals that consumers expect companies to be engaged in social endeavors and causes. In fact, 87% of consumer respondents believe that it's important for companies to support causes and charities. And, 64% of respondents have purchased a brand because it supports a cause they believe in.

There's no doubt that consumers today are wanting companies to give back

The 2006 PRWeek/Barkley Public Relations Cause Survey reveals that consumers expect companies to be engaged in social endeavors and causes. In fact, 87% of consumer respondents believe that it's important for companies to support causes and charities. And, 64% of respondents have purchased a brand because it supports a cause they believe in. The national survey, which interviews consumers split into three age groups, Generation X, Generation Y and Baby Boomers, as well as nonprofit professionals, analyzes attitudes and feelings regarding cause branding in today's marketplace.

"There's no doubt that consumers today are wanting companies to give back," says Mike Swenson, president of Barkley Public Relations. "Companies are understanding it is part of their role to do good, [and] cause programs create opportunities for people to get engaged. When they're done right, nothing but good can come out of these things."

(see full report attached or at http://www.beappr.com)

About Barkley Public Relations:

Barkley Public Relations is a nationally recognized expert in cause branding. They have developed and guided programs including Lee National Denim Day, the largest single-day fund-raiser for breast cancer research, as well as initiatives for R.H. Donnelley, the Breast Cancer 3-Day and many others. For more information, visit beappr.com.

About PRWeek:

Launched in November 1998, PRWeek was Haymarket's first weekly title in the US. Over the years, PRWeek has established itself as a vital part of the PR and communications industries in the US, providing timely news, reviews, profiles, techniques, and ground-breaking research for practitioners. This research includes annual salary, CEO, and corporate surveys, as well as key industry sector rankings and regional forums. The magazine also launched the PRWeek Awards to showcase and recognize the best practices in the PR industry. PRWeek is responsible for creating the largest advertising market place for products and services, as well as for jobs, in the public relations industry.

About The 2006 Cause Survey:

The PRWeek/Barkley Public Relations Cause Survey was conducted by PRWeek and Millward Brown. E-mail notification was sent to approximately 15,435 consumers and nonprofit professionals and a total of 292 people (225 consumer sand 67 from nonprofit organizations) completed the survey online between August 30 and September 21. Results aren't weighted. Based on the sample size, the results are statistically tested at a confidence level of 90%. This report provides selected highlights. Full results offering additional data are available in PDF format for $150.

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Erica Wren
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