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Welcome to NCM's Up to Speed Blog

Socially Conscious Brands Win with Women

Written By: Jody Devere
Posted on November 10, 2015

Auto dealers continue to increase their level of giving to charitable causes, according to recent survey data from the National Automobile Dealers Association (NADA) and Ally Financial.

More than 70 percent of new-car dealers surveyed in September 2014 said they increased their charitable giving in 2014, up from 65 percent last year. About 43 percent of dealers said they expect to increase their contributions again in 2015.

The bulk of this giving is staying in dealers' local communities, as nearly 90 percent of dealers said their contributions go to supporting community service and local organizations. More than 65 percent of dealers surveyed said they organize staff volunteerism opportunities in their community.

Female consumers view their role in creating social and environmental change as extending well beyond the cash register. Companies can serve as a catalyst for sparking donations, volunteerism, and advocacy by giving consumers a spectrum of ways to get involved.

Partnering with women consumers in this way can serve as both a reputation and bottom-line builder.

Cause marketing wins with moms:

  • 95% find cause marketing acceptable
  • 92% want to buy a product supporting a cause
  • 93% are likely to switch brands
  • 61% purchased more cause-related products in the past year

Source: Cone Cause Evolution Study, 2010

According to a study by Research International Ltd., 86% of consumers are more likely to buy a product associated with a cause or issue. About two thirds of Americans have a greater degree of trust in companies aligned with social issues. 64% of consumers feel companies should make cause-related marketing a part of their standard business practice.

Women are more likely than men to believe that supporting causes creates a sense of purpose and meaning in one’s life, makes them feel good about themselves, and enhances the feeling of belonging to a community. Men and women are generally in agreement when it comes to which causes they choose to support. For both, feeding the hungry and supporting our troops are among those which rank the highest, and, as expected, gender-related health issues like breast cancer and prostate cancer are significantly more likely to be supported by women and men, respectively.

Women are the strongest believers in the power of supporting causes

8 in 10 American women believe that supporting causes creates a sense of purpose and meaning in life; and feel everyone can make a difference through their support.

Women support companies that support causes

Cause marketers often target the female demographic with campaigns, and, with good reason, survey results confirm that American women are significantly more likely than men to show their support of a cause by purchasing products or services from companies who support the cause.

*Ogilvy Public Relations Worldwide and Georgetown University’s Center for Social Impact Communication findings are part of the larger Dynamics of Cause Engagement study.

Millennials: A critical cause demographic

Millennials, more than non-Millennials, prefer active engagement in cause campaigns, such as volunteering their time (31% versus 26%), cause-support purchasing (37% versus 30%), encouraging others to support a cause (30% versus 22%), and participating in fund-raising events (27% versus 16%). Thirty-seven percent of Millennials report being drawn to products co-branding with cause campaigns where their purchase is a form of support.

American Millennials: Deciphering the Enigma Generation.

Top areas women support most as volunteers and with charitable donations:

  1. Health care charities related to women, children, or family support
  2. Local youth & family services
  3. Education
  4. Preserving the environment
  5. Arts, culture, or ethnic awareness
  6. Help people in need of food, shelter, or other basic necessities
  7. Improving neighborhoods and communities

Who you partner with as a charity makes a difference with women on their purchase decisions, your reputation, positive word of mouth, and your local market reach.

Tip: Visit Charity Navigator to review charities before you partner with them to determine the charity reputation and how funds are being utilized.

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