07/19/07 2007 Cone Cause Evolution Survey

In light of the business ethics of countries like China, I found my self puffed up with a dose of patriotic pride when I read the results of a new survey that revealed two thirds of Americans will consider a company's business practice before supporting them. That says a lot about the good folks that inhabit this great country! The 2007 Cone Cause Evolution Survey also found that nearly 90 percent of consumers would switch from one brand to another if the other brand was associated with a good cause. Sorry Mr. Gore this survey candidly revealed that while environmental issues are certainly on the corporate radar, and 72 percent of employees wish their companies would take a more active role supporting a social cause, global warming isn't top priority. The majority of Americans support companies that work to create awareness for health issues, like breast cancer or heart disease. From a marketing standpoint a company must exercise caution when backing a cause as today's consumers are savvy and can detect when a corporation is merely milking an issue to promote a product