Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

Consumers Seek Authenticity In Cause-Related Marketing

This new study is very interesting – there has been a drop in the percentage of consumers who are recommending a product/company to friends and family because of a company’s business practices. However, Cone says that this is not a reflection of consumer apathy, but rather a response to the unauthentic nature of a company jumping on the green bandwagon or greenwashing.
Anither interesting trend coming out of this research is that consumers are looking to their employers to support social causes – to evolve with the employees.
C.

MediaPost Publications – Consumers Seek Authenticity In Cause-Related Marketing – 07/10/2007

BUYING FROM COMPANIES WHO ARE good corporate citizens matters more than ever to American consumers, according to a new survey, with 83% of Americans saying companies have a responsibility to help support causes. But for the first time since Cone Inc., the Boston-based brand strategy company, began polling on the issue in 1993, “we’re starting to see some numbers go down,” says Carol Cone, chairman and founder.

powered by performancing firefox

About these ads

Filed under: Consumer, eco-friendly, environment

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Categories

Blog Stats

  • 365,403 hits
Follow

Get every new post delivered to your Inbox.

%d bloggers like this: