Moms Most Active Cause Consumers: 2010 Cone Cause Evolution Study

Today we salute moms. But first, let’s just call them what they really are – Supermoms. According to the 2010 Cone Cause Evolution Study, moms are by far the nation’s most active cause consumers. A near-unanimous 95 percent (vs. 85% average) find cause marketing acceptable and 61 percent (vs. 41% average) have purchased a cause-related product in the past 12 months. With moms making 80 percent of household purchasing decisions, this is good news for companies engaged in cause marketing.

But what is it that makes Supermoms stand-out cause consumers? We see today’s moms as multitaskers – they work, shop, act as chief health officer, often balance checkbooks and tuck the kids in at night. With busy lifestyles, moms today are looking for a double impact when they shop. Cause marketing is no doubt an effective strategy for companies to help the socially conscious mom attain her emotional and practical needs.

One program hitting the mark with this demographic is Quaker Oat’s Chewy Granola Bars’ “Afterschool Rocks” campaign. The brand has enlisted a host of kid-friendly musicians to lend their songs to the brand’s online music library, all with goal of raising awareness and support for afterschool programs. In addition, parents can get codes for free downloads by purchasing specially marked boxes of the product. Though just one application of cause marketing to moms, the Quaker Oat’s campaign fulfills both practical (purchasing snacks) and emotional (support for afterschool programs) demands of this conscious consumer base.

Moms are clearly passionate about cause consumption – both for themselves and their families. How will your next cause campaign connect with moms, while also satisfying their desire to give back?

The full 2010 Cone Cause Evolution Study is free to download on the Cone website.


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