And we thought women were the best supporters of cause marketing. Surprise! Men actually care about cause nearly as much as women do. The new PRWeek/Barkley PR Cause Survey shows very interesting results that may eventually affect the way companies market their cause programs.
Get a load of these stats:
- 88% of men say it's important for a brand View Postto support a cause (compared to the 91% of women who responded the same way in last year's study).
- 61% have purchased a brand because it supported a cause.
- 67% would try a brand because it supported a cause.
- 55% would pay more for a brand that supported a cause.
It appears that this interest in causes was spearheaded by Boomer men and taken to heart even more so by Gen X and Gen Y Millennials
. These generational findings tie into the 2006 Cone Millennial Cause Study
from Cone, Inc. that showed us how civic-minded Millennials are. A majority of them believe that companies have a responsibility
to make the world a better place.
So, what types of causes are men more likely to support? Here are their top 3:
- Causes that affect children
- General health-related causes
- Poverty-related causes
So, with all this testosterone devotion, are corporate marketing executives going to target men with their cause efforts? Well, 68% of them say they have no plans to do that. Do you think they may change their minds after considering that over half of respondents said they would pay more for a brand or product because it supports a cause important to them? My guess is that this stat will grow in the next few years as more Millennials enter the workplace.
What do YOU think? Should marketers target men differently than women in their cause marketing efforts?
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A Canadian who relocated to the U.S., Elaine Fogel is president and CMO of SOLUTIONS Marketing & Consulting LLC, a boutique marketing and communications agency located in Scottsdale, Arizona. During her career, Elaine has worked for, and with, many organizations, associations, and businesses, across North America, on marketing strategy and communications tactics.
From her earlier agency career assignments freelance copywriting Procter & Gamble, Nestlé Carnation, and Kraft materials, to “inside” senior-level marketing positions, Elaine’s passion for marketing has evolved to helping clients reach new heights through strategic brand-building, integrated marketing communications, and customer orientation.
She has been a contributing writer for The Business Journal and her articles have appeared in many publications, including the Stanford Social Innovation Review, Marketing News, The Arizona Republic, Advancing Philanthropy, and several association publications. She has been interviewed by CNN, Connect Magazine, and The Capitol Times, and her content was included in Guerrilla Marketing for Nonprofits by Jay Conrad Levinson, Frank Adkins, and Chris Forbes. Nonprofit Consulting Essentials by Penelope Cagney. and Share of Mind, Share of Heart by Sybil F. Stershic.
Elaine is a Faculty Associate at the Arizona State University Lodestar Center for Philanthropy & Nonprofit Innovation and a professional member of the National Speakers Association – she does keynotes and presentations on business and nonprofit marketing, branding, customer orientation, and cause marketing at conferences and meetings.
Elaine’s career has also included stints as a cookbook author, teacher, singer, and television show host. A golf and tennis enthusiast, Elaine is enjoying life in the sunny Sonoran Desert while serving clients across North America.
Solutions Marketing & Consulting: solutionsmc.net
Elaine's Blog: http://elainefogel.net