A public opinion survey published Nov. 1, 2012 by Ottawa-based Abacus Data finds Canadians very supportive of the basic practices and premises of cause marketing.
The Internet survey of 1208 Canadians found the following:
- 82 percent say they would switch brands to support causes they care about.
- The same number of people say that companies should donate to causes.
- Canadians would be more likely to donate at checkout if the company would match their donation (67 percent), if offered a bounceback discount on their next purchase (61 percent), and if allowed to choose the cause their purchase supports from a list of charities (51 percent).
- Most Canadians want to know more about the specific impact of their contributions.
- 82 percent say that a company’s commitment to social and environmental issues helps them to decide where to buy or shop. 65 percent say such considerations inform how they invest.
- As a whole, Canadians are willing to travel an extra 18 minutes to buy a product that supports a cause they care about. Millennials are willing to travel 21 minutes for the same. Canadian Boomers said they were willing to travel only an extra 15.5 minutes to buy a product that supports a cause they care about.
I’d caution American cause marketers from drawing exact parallels from their North American cousins. But these numbers do line up pretty closely with similar studies Stateside.
- Health, poverty and education rank as the top three causes that Canadians care most about.
(The picture above is from the one-of-kind International Peace Gardens, a two-country nonprofit charity that promotes amity between Canada and the United States. The rock-lined creek represents the border line between Canada and the United States and the borders of the Province of Manitoba and the State of North Dakota respectively.)
Labels: Abacus Data, Canada, cause marketing, Cause Marketing in Canada, Cause Marketing Research, International Peace Gardens