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Christmas ‘Cause Related’ Shopping -Win a Prize!


Tuesday, 9th December 2003 at 12:12 pm
Staff Reporter
A majority of Americans plan to shop with a cause in mind this Christmas with 71% of consumers saying they are likely to consider a company's reputation for supporting causes when purchasing gifts.

Tuesday, 9th December 2003
at 12:12 pm
Staff Reporter


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Christmas ‘Cause Related’ Shopping -Win a Prize!
Tuesday, 9th December 2003 at 12:12 pm

A majority of Americans plan to shop with a cause in mind this Christmas with 71 percent of consumers saying they are likely to consider a company’s reputation for supporting causes when purchasing gifts. And women are more supportive of ’cause-related’ shopping than men are!

This figure represents an 11 percent increase over last year and is also one of the highest numbers in seven years according to an annual US survey called the Cone Holiday Trend Tracker.

The report found that cause-related shopping is a convenient way for time-crunched, budget-conscious consumers to give back to their communities during the holiday season.

Among the 93 percent of Americans who intend to engage in charitable acts over Christmas, cause-related purchasing actions are the second and third most popular activities planned, complementing traditional charitable efforts:

1. Donate personal belongings 77%
2. Purchase a product in which a percentage of the price is donated to cause 60%
3. Buy from a retailer that supports a cause 55%
4. Write a cheque to support a cause or charity 53%
5. Volunteer 42%
6. Go to a fundraising event 30%

Mark Feldman, the executive vice president of Cone, a Boston-based strategy firm that links companies and social issues says that in the seven years since they began tracking this trend, there has been an increasing number of companies providing their consumers with opportunities to impact causes. In return, these companies are rewarded with consumer purchasing dollars and loyalty.

The 2003 Cone Holiday Trend Tracker also finds that women are overwhelmingly more supportive than men are of cause-related shopping during the holiday season.

More than three-fourths of women (77%) are likely to consider a company’s reputation for supporting causes when purchasing gifts, compared to 64 percent of men.

Nearly two-thirds of female shoppers (65%) say they plan to purchase a product in which a percentage of the price is donated to a cause, compared to 54 percent of male consumers.

Women are also more likely to buy holiday gifts this year from retailers that support social issues (60% vs 49%).

Win A Prize

Australian shoppers are also being offered a chance to give at the Christmas cash registers… and Pro Bono Australia is looking for the definitive list of cause related products… whether it is a CD that donates a percentage of its sale price to a worthy children’s cause or a supermarket that donates a percentage of the total shopping bill to the customers charity of choice – we want to know the name of the product and the beneficiary! As many as you can find!

E-mail your list to probono@probonoaustralia.com.au

The best entry list will win a fabulous prize donated by the Mahlab Group and Pro Bono Australia.

The prize is a Leather Overnight ‘Carry-On’ Bag valued at $349.00.

Manufactured from specially hand prepared cowhide leather, the carry-on overnight bag combines a briefcase section with room for a change of clothes. An external pocket has a separate zippered section for housing your mobile phone, credit cards, business cards, calculator and your electronic organiser.

Entries close 5pm on Tuesday 16th December. The winner and the winning list will be announced in our final edition of the year on December 22. (The prize will be delivered before Christmas!!!!)



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