New Study Reveals: Struggling Consumers Say Companies Connect; Drive Sales Via Cause

November 3, 2009

Procter & Gamble and Sonic Drive-In make major cause commitments despite economy

KANSAS CITY, Mo., Nov. 3 /PRNewswire/ -- The 2009 PR Week / Barkley Cause Survey uncovers that while consumers have decreased spending on charitable giving, 91% expect companies to fill that gap and showcase their commitment to the greater good (up from 86% in 2008). The study also reveals that cause can make strong business sense for brands by increasing trial, loyalty, sales, and even higher prices at the cash register. For the full survey, visit www.barkleyus.com.

"At a time when corporate America is not trusted or respected the way it used to be, customers are looking for brands they can trust and feel good about," said Chris Mann, brand marketing manager, New Balance. "Cause makes a statement in that regard."

Of those consumers surveyed, 74% say they purchased a brand because it supported a cause, 75% would try a brand they normally wouldn't because it supported a cause, and 64% would pay more for a brand because it supports a cause that is important to them (up from 61%, 64% and 52%, respectively, in 2008).

Corporate leaders have responded: 58% now engage in cause marketing. Of those, 61% plan to continue to the same level of commitment to causes in spite of the recession. Furthermore, 97% believe cause is a valid business strategy.

"We're not the P&G foundation; we're a business," says Susan Baba, external relations manager for dish care, Procter & Gamble. "This cause program for Dawn is something that makes consumers feel good, but it's also reinforcing our performance benefit."

Corporate leaders are also showcasing their efforts as never before, with 82% actively promoting their causes. The promotional efforts can be seen on-package, in advertising and in earned media such as public relations--a direct reaction to consumers' increasing demand for transparency.

"Companies today are looking at it more strategically than ever before," said Mike Swenson, CMO, Barkley. "The results are that the programs are more meaningful and focused ... better programs that will work harder for the brand and nonprofit alike."

About the 2009 PR Week / Barkley Cause Survey:

The PRWeek/Barkley PR Cause Survey was conducted by CA Walker from August 18-September 1, 2009. Email notification was sent to approximately 5,914 marketing professionals and 7,385 consumers. A total of 116 marketing professionals and 530 female consumers (280 women with children and 250 women without children) completed the survey online. The results are not weighted and are statistically tested at a confidence level of 90%. Complete survey results are available for purchase for $150 by e-mailing Erica.Iacono@prweek.com.

About Barkley:

Barkley is the largest employee-owned agency of its kind. Founded in 1964, the company has 325 partners offering a full range of marketing communications services including advertising, public relations, cause branding, brand activation, relationship marketing, social media, design, media planning and buying, motion graphics, research and interactive marketing. Barkley has offices in Kansas City and Pittsburgh, with additional field offices across the nation. More info: www.barkleyus.com and www.barkleyREI.com.

    FOR MORE INFORMATION:
    ERICA WREN
    ewren@barkleyus.com / (816) 423-6218

SOURCE Barkley