Australian Consumers Switch Brands to Support Charity
2 December 2011 at 10:45 am
New Australian research shows that companies whose brands, products and services support a charity will win favour with consumers, especially women.
The 2011 survey of 1200 consumers, conducted by Di Marzio Research was commissioned by corporate-cause partnership experts, Cavill + Co.
The research also found that women are far more likely to switch than men, and the trend to switch has risen since the GFC in 2008.
Cavill + Co Director, Hailey Cavill says “We asked people to show their level of agreement with this statement: “In the last year I have switched from my usual product/service to another product/service because of its support of a cause of charity.”
“The key finding was that 24 % of Australians have indeed switched brands in the past year because of that brand’s support for a cause or charity,” said Cavill.
“Based on previous research which showed between 48 and 56 per cent of people are willing to switch brands or retailers because they support a cause, this suggests that in any given year, about half of those who are willing to switch will act on that willingness.”
The research found that women are far more likely to switch than men (28% women vs 19% men), and 25-34 year olds are a little more likely to switch. Consumers in NSW are more likely to switch – 28% vs 20% in Victoria. Gen Y (18-30 year olds) and pre-boomers (65+) are also more likely to switch. Those in full time employment and white collar workers are also more likely to switch.
Cavill says the key take-out for marketers is that if you want to resonate with women – get yourself a charity partner and promote it at point of sale!
She says getting the right charity and communicating it correctly are critical however.
The research data can be found at http://www.cavill.com.au/