And we thought women were the best supporters of cause marketing. Surprise! Men actually care about cause nearly as much as women do. The new PRWeek/Barkley PR Cause Survey shows very interesting results that may eventually affect the way companies market their cause programs.
Get a load of these stats:
- 88% of men say it’s important for a brand View Postto support a cause (compared to the 91% of women who responded the same way in last year’s study).
- 61% have purchased a brand because it supported a cause.
- 67% would try a brand because it supported a cause.
- 55% would pay more for a brand that supported a cause.
It appears that this interest in causes was spearheaded by Boomer men and taken to heart even more so by Gen X and Gen Y Millennials. These generational findings tie into the 2006 Cone Millennial Cause Study from Cone, Inc. that showed us how civic-minded Millennials are. A majority of them believe that companies have a responsibility to make the world a better place.
So, what types of causes are men more likely to support? Here are their top 3:
- Causes that affect children
- General health-related causes
- Poverty-related causes
So, with all this testosterone devotion, are corporate marketing executives going to target men with their cause efforts? Well, 68% of them say they have no plans to do that. Do you think they may change their minds after considering that over half of respondents said they would pay more for a brand or product because it supports a cause important to them? My guess is that this stat will grow in the next few years as more Millennials enter the workplace.
What do YOU think? Should marketers target men differently than women in their cause marketing efforts?