It helps to have a cause. As consumer activism continues to spread, organizations have found social advocacy to be an effective means of strengthening the relationships between consumers and their preferred brands. Consumers are more loyal to brands they feel align with similar values.
However, according to Adweek, mere philanthropic gestures soon might not be enough. In a study surveying 1,000 U.S. consumers, Toluna found that, though consumers are more likely to purchase from brands aligned with their beliefs, younger consumers are more likely to be skeptical of the brand’s motivations. If a brand’s support for a charitable cause does not feel sincere, brands run the risk of distancing their younger audiences.
When promoting corporate social responsibility, brands must make the effort to not just support a cause, but to ensure it uses the cause to create a strong bond with its constituents throughout the cause-marketing process.
For all of the major insights from the study, check out the info graphic here.