Cone's nationwide poll reveals that 72 percent of those who intend to donate less time or money to charitable organizations this holiday season cite the increased cost of living (driven by rising gas, oil and housing prices) as the leading factor. Yet, while budget-minded Americans say they will tighten their philanthropic purse strings, 74 percent wish companies would give them more opportunities to get involved with the social issues the companies support.
This year's Holiday Trend Tracker strongly suggests that cause remains a key differentiator during the holidays. When price and quality are about equal, 77 percent of Americans say they will choose the brand associated with a cause. Unfortunately, more than seven in 10 are not familiar with what companies are doing to support social issues.
"Holiday shoppers are seeking opportunities to make a meaningful impact through their purchases, and they want to know what companies are doing to support causes so they can be part of making a difference," says Julia Kivistik, executive vice president of Cause Branding, Cone LLC. "If businesses are to succeed in getting consumers to open their hearts and their wallets, they must tell consumers how to get involved and the specific impact they can make."
According to survey findings, cause-shopping advocates also indicate:
- 71% are motivated to purchase cause-related gifts to introduce a cause they care about to others
- 42% have purchased or plan to purchase a holiday gift that supports a cause this year
- 39% purchased a holiday gift supporting a cause last year
