Consumers prefer benevolent businesses

Participants in the 2007 Cone Cause Evolution Survey overwhelmingly agreed that business should show commitment to social issues. Expectations are high: 83% said companies have a responsibility to help support causes; 92% said they have a more positive image of a company that supports causes they care about.

“Cause marketing has come of age,” said Carol Cone, chairman and founder of consulting company Cone LLC. “Consumers expect companies to support social issues, and companies have responded in a variety of ways, from multiyear, multi-dollar commitments, to something as simple as adding a ribbon to a package or ad and donating funds to a nonprofit."

-- Sarah