This Day On The Street
Continue to site
ADVERTISEMENT
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here

Consumers Question Intent And Impact Of Breast Cancer Cause Marketing

BOSTON, Oct. 18, 2012 /PRNewswire/ -- Nearly all Americans (92%) believe breast cancer is a critical cause for corporations to support, but just 26 percent feel companies have had a significant positive impact on the issue. Moreover, only half (52%) of consumers believe their individual breast cancer-related purchases make a difference, according to the 2012 Cone Communications Breast Cancer Trend Tracker.

(Logo: http://photos.prnewswire.com/prnh/20111004/NE79797LOGO)

Buying with SkepticismFor now, supporting the breast cancer cause remains a viable cause marketing strategy for corporations – the "pink" halo effect is enough to prompt consumer purchase and participation. The majority (86%) of consumers report a positive impression of a company or brand that supports the breast cancer cause, and nearly half (45%) of consumers surveyed say they have purchased, or plan to purchase, a breast cancer-related product this October, National Breast Cancer Awareness Month.

Although three-quarters (74%) of Americans state they are more likely to purchase a breast cancer-related product or service during October over others, with price and quality being equal, they are becoming desensitized and increasingly skeptical.
  • 77 percent of consumers think some companies support the breast cancer cause solely for corporate gain
  • 68 percent say very few breast cancer cause promotions stand out to them, given the large number of programs in the marketplace
  • 30 percent do not know whether their purchases actually benefit the cause

"Until there is a cure, breast cancer will undoubtedly remain a compelling issue for companies to support," says Alison DaSilva, executive vice president, Cone Communications. "However, companies must take heed as consumers become increasingly skeptical about their intents and impacts. At some point, consumers won't continue to buy pink just out of the goodness of their hearts. They will want to know the return they are having from their participation and purchases."

Consumers Demand ResultsToday's consumers require proof of impact and deeper corporate commitment to the breast cancer cause. Almost all Americans say they want companies and brands to support the breast cancer cause year-round, not just in October (90%), and they wish companies would do a better job of communicating how consumer purchases advance the issue (88%).

Furthermore, consumers want companies to support the cause in substantive ways. Although just 6 percent are content with corporate dollars going toward disease awareness and education, consumers would prefer to see contributions applied toward research for a cure (46%), screenings and prevention (26%) and support for women and families affected by breast cancer (22%).

1 of 3

Check Out Our Best Services for Investors

Action Alerts PLUS

Portfolio Manager Jim Cramer and Director of Research Jack Mohr reveal their investment tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
Quant Ratings

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
Stocks Under $10

David Peltier uncovers low dollar stocks with serious upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
14-Days Free
Only $9.95
14-Days Free
Dividend Stock Advisor

David Peltier identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Updates with exact steps to take - BUY, HOLD, SELL
Trifecta Stocks

Every recommendation goes through 3 layers of intense scrutiny—quantitative, fundamental and technical analysis—to maximize profit potential and minimize risk.

Product Features:
  • Model Portfolio
  • Intra Day Trade alerts
  • Access to Quant Ratings
Options Profits

Our options trading pros provide over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • Actionable options commentary and news
  • Real-time trading community
SYM TRADE IT LAST %CHG

Markets

Chart of I:DJI
DOW 17,689.86 -56.12 -0.32%
S&P 500 2,103.84 -4.79 -0.23%
NASDAQ 5,128.2810 -0.5040 -0.01%

Free Reports

Top Rated Stocks Top Rated Funds Top Rated ETFs