Why We Don't Shop for a Cause

Lately, it seems that many top consumer brands are reaching out to we as consumers by connecting with our conscience. Now, it’s not enough to have a stylish product and a great corporate marketing campaign. The big brands are aligning themselves with social issues as well. We see it everyday: from the multi-company consumer campaign (Product) Red – aligning top names like Apple, Gap, Emporio Armani, and Motorola – to the ever-present breast cancer campaign, big brands are hoping to make big bucks while also doing some good. It seems like an ideal setup for the semi-conscientious consumer. Spend money on brands you love while contributing to campaigns targeting everything from global AIDS awareness to a healthier environment. However, so many prominent companies have taken on a cause that consumers now come to expect it from all. This would seem like a step in the right direction to many, but in fact, as shoppers we now suffer from consumer cause fatigue. A recent study suggests that the number of shoppers who have purchased a product after learning it was associated with a cause has been dropping. Only 14% of the shoppers surveyed now purchased a more expensive but socially significant product, compared to 28% in 2004. The number of consumers who are telling family and friends about these products has also fallen. In a world where the best form of marketing is still word of mouth, socially aware shopping may have met its match. If you're still willing to intentionally spend more to purchase an item where a small percentage of proceeds benefit others, the list of companies with a cause continues to grow.
See more: Denim for Immortality and Breast Cancer Support