Cause Influencers Weigh In: 2010 Cone Cause Evolution Study

You’ve heard from us, but we want to know what you have to say. So we reached out to some of our favorite bloggers and experts who have valuable insights about the world of cause to get their reactions about the 2010 Cone Cause Evolution Study findings. We asked them what stood out or surprised them from the study. Here’s what they said:



On the overall findings:
“The 2010 Cone Cause Evolution Study is a treasure trove of insights into our field's oft-debated questions: Should programs focus on one issue or emphasize consumer choice? (the former.) Are consumers more impressed by programs that describe major corporate donations orlink donations to their purchases? (slightly in favor of the latter.) Do Americans reduce their won donations after making cause-related purchases? (rarely.) Everyone managing corporate cause initiatives should read it -- at least twice!”

- David Hessekiel
President, Cause Marketing Forum, Inc.

On moms:
“What this study found about moms, in particular, didn't surprise me as much as it helped confirm my broader view of women and sustainability. ”Having a baby changes everything," and women with kids are all the more expecting shared values and authentic social and environmental commitment from brands. These Cone cause marketing insights are key in that they hint at an even bigger, developing sustainability story that all companies need to tend to.”

- Andrea Learned
sustainability and consumer behavior expert

On Millennials:
“Cone's findings are beautifully aligned with what we're seeing in the field. Today's socially conscious youth are REALLY good at tugging mom's purse strings, and it's hard to argue when your kid says, ‘We shouldn't buy such-and-such, it's bad for the environment, let's buy this one instead.’ That said, I'd like to see brand managers invest more heavily in their consumer’s ‘cause’ literacy rates.This need is articulated in the 2010 Cone Cause Evolution Study, but at a slightly lower percent than I would have thought, which surprised me – especially with regards to the Millennials. (I'd imagine this will come up with GenZ.)”

- Lee Fox
Founder, KooDooZ

On employees:
"What surprised me most about the Cone Cause Evolution Study was how much of a role frontline employees played in getting consumers to donate. 70% of Americans said they are more likely to donate to a cause if an employee recommends it. This puts the frontline employee in a very influential role, one I think none of us ever fully appreciated."

- Joe Waters
Director of Cause Marketing, BMC