A recent study by Cone research company has revealed that when it comes to cause marketing, a trend set to grow even further in the new year, it is mothers who respond the best.
According to the study, this could be due to various reasons. Not only do mums make the majority of all household purchases, they must be great multitaskers, and they expect the same from what they buy. They are drawn to cause marketing because it ticks two boxes for them- not only have they purchased the necessary product, but they have also helped to make the world a better place.
Another reason for the positive response could be the influence that socially aware younger generations living in the household have over their mum. Those aged 18-24 were the second highest group that responded to cause marketing- and the strength of their voice could also be impacting on the spending patterns of mums.
According to the study, 92% of mothers would prefer to buy a product that supports a cause (compared to the average of 81%), and 93% are likely to switch brands to a cause-related one (compared to the 80% average). The study also revealed that mothers are the most likely group willing to purchase more expensive brands or completely new brands if they are linked to a cause.
So what are the best strategies when marketing a product with a cause?
- The study points out that people want a real engagement with the product, not just to click “like” on a Facebook page so their friends can see their generosity. Although social media sites will continue to be invaluable, people want their online activities to reflect their real interaction with the product.
- Embedding causes into popular content such as television shows has shown to be effective-but they must be a part of the content, and not stand-alone ads. Shows such as Jamie Oliver’s Food Revolution and Jamie’s School Dinners programs are great examples of entertainment that also has a great cause of reducing obesity.
- The always-popular tactic of ‘social maths’ will continue to be effective- as they can deliver what can be overwhelming in a succinct and powerful way. Famous examples include Bono’s statement that “every time I clap a child in Africa dies” are still enormously effective.
Cone’s research was further supported by the recent study by The Women’s Philanthropy Institute which revealed that across all income brackets, when it comes to giving to charities, women consistently give more than men.
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