Are Consumers Shopping for a Cause This Holiday Season?
Dec 3, 2012 10:25 AM ET
As the holiday shopping season swings into full gear, our 2012 Cone Communications Holiday Trend Tracker reveals cause is still key to holiday marketing, with nearly three-quarters of consumers expecting companies to support causes this busy shopping season. What has become less clear is whether tying a cause ribbon around a product is enough to convince consumers to purchase.
According to the Trend Tracker, just 16 percent of consumers plan to purchase, or have already purchased, cause-related gifts (a decrease from 49% in 2010). Why this shift?
To read more on Cone's What Do You Stand For? blog, please click here.