2012 Cone Communications Holiday Trend Tracker
Cause marketing is already in full force this holiday season, but whether those promotions will translate into sales is yet to be seen. According to the 2012 Cone Communications Holiday Trend Tracker, just 16 percent of consumers plan to purchase, or have already purchased, cause-related gifts (a decrease from 49% in 2010). A substantial 41 percent are still undecided if they’ll participate in holiday cause marketing – signaling a significant opportunity for companies to appeal to the hearts and wallets of consumers.
Key Findings Include:
75% of consumers say they feel better about companies that support holiday causes
71% indicate they would choose a gift that supports a cause over one that does not
75% wish companies would tell them more about the impact of cause-related holiday products