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.

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.

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Filed under: Consumer, eco-friendly, environment

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