In the US, tech-driven cultural insights agency and Hispanic sample provider ThinkNow has launched a new report to measure the impact of corporations' support for social and environmental initiatives on consumer brand perception and purchase behavior.
ThinkNow works for companies and government agencies, finding the cultural drivers that influence consumer decisions, and also runs the Hispanic online panel DigaYGane.com, which is used for its own research as well as offered as sample for third parties. In April, the company launched a report which measures attitudes and preferences relating to the presidential election, and the current administration and its policies.
The firm's new Corporate Social Responsibility Report is based on a nationwide online survey among 1,526 American adults 18 to 64 years of age, interviewed through ThinkNow's omnibus study between May 11th and 22nd. Results showed that four in five consumers surveyed report they are either more likely to buy from or think more favorably about companies and brands that donate money or resources to social causes. That positive impact of giving to social causes decreases with age and is flat across ethnic/race segments, is strongest among the Gen Z demographic, and 'significantly weaker' among Baby Boomers.
In a statement, the company said: 'Consumers look to brands during a crisis to see how they raise social consciousness and use their platforms to help. They also use this information to determine if they will continue to engage that brand after the crisis abates.'
Web site: www.thinknow.com .
All articles 2006-20 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.