Although the majority of Americans (96%) say they can identify two to three causes that are important to them personally, the recent 2011 MSLGROUP Social Purpose Index found that only thirty-seven percent of Americans have actually purchased a product associated with a cause in the past year. The gap between socially-conscious consumers' and their actual cause-related purchase decisions can be explained through heightened skepticism in the marketplace today. This skepticism is a result of many companies supporting causes that don't necessarily make sense for their business or their brands. Seventy-four percent of Americans agree that there is often too much of a disconnect between the causes companies support and the brands and products they sell (74%), while nearly as many (67%) feel that companies only support causes to sell products.
"These findings suggest that simply tying a cause to your product to get consumers to purchase is no longer enough, despite what others are telling you," said Scott Beaudoin, SVP, North America Director of Cause Marketing and CSR at MSLGROUP, one of the world's top five global PR and events agencies. "In order to connect with consumers in an authentic and meaningful way, companies need to elevate beyond purpose-driven table stakes and better align their core competencies with societal needs in order to fuel greater participation and profits."