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Canadian Consumers Endorse Social Purpose Marketing

A new study by LoyaltyOne Inc.and the Canadian Marketing Associationreveals that over three quarters of Canadian consumers feel that companies that support social causes have every right to make a big deal of it through advertising and marketing. Similarly, 77 per cent feel that if a company supports a cause, the company should include this in their marketing. Respondents were also overwhelmingly supportive of companies that align themselves with a cause and those that promote their relationships to a cause.

  • A majority of respondents (84 per cent) agreed that it is important for a company to support a cause. A similar percentage said that when a company communicates its support of a social issue, it improves the company’s reputation.
  • Three-quarters of respondents also mentioned that they would like companies to make them aware of the social issue they are supporting, and half of respondents said they would like to be informed whenever possible of a company’s efforts for a cause.

“All things being equal, many consumers would rather do business with a company that stands for something beyond profits,” said John Gustavson, President and CEO, Canadian Marketing Association. “Consumers are looking for more meaningful brand experiences and are voting with their wallets for ethical companies and quality brands that also reflect their social and environmental values.”