More and more consumers are trusting and becoming more loyal to brands that support social causes.
American consumers now expect companies to incorporate social causes and good into their businesses, according to a social impact study cited in a Mashable article by Matt Petronzio. 90% say they are more likely to be loyal to or trust companies that are active in practicing social corporate responsibility (CSR) or cause marketing, or providing “good” content.
Other findings about consumers and social responsibility the look for from brands include the following:
- 88% would purchase a product with an environmental or social benefit.
- 84% would tell others about a company’s CSR activities.
- 36% say they mostly share content to promote their favorite causes.
- 64% of millennials communicate with companies about social and environmental issues via social media.
One caveat: consumers can spot inauthentic attempts to follow the trend of social causes. It’s called “causewashing,” and is a serious issue, according to the article. The article includes informative infographics by Column Five and useful advice, including “3 Ways to Engage.”