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.
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