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MORE statistics and results from a recent Canadian study that evaluate the preferences and perceptions of corporate charity in Canada:

Three in ten Canadians said that the amount of their purchase being given to the cause was the most important factor [when deciding whether to purchase a product for a cause]

  • 72% agreed that they would buy a different brand if it supported a cause that mattered to them
  • Females and people aged 30 to 44 (Gen X) were more likely to agree that, all else being equal, they would buy a brand that supported their cause
  • Canadians are willing to travel, on average, up to 18 minutes longer to buy a product that supports a cause they care about
  • Fewer than two in ten Canadians (19%) said they were very likely to add a $2 donation to their purchase if asked at a grocery store check-out.
  • Overall about half of all respondents said they were likely (52%) to make a donation
  • When buying something at a store where the cashier asks whether the customer would like to donate to a specific cause, 67% of Canadians said they are more likely to donate if  they found out that the store was matching their donation dollar for dollar

The findings of this extensive study are very relevant to Canadian for-profit social enterprises. They tell us that while Canadian do want to donate to causes by supporting companies that choose to partake in cause marketing and social enterprise, the causes they support and the method in which they collect funds for a cause impact the purchasing decision. Other trends include the slightly higher amount of women and Gen X consumers that would support ethically-conscious companies and the fact that Canadians are willing to take extra time to support such companies.

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