2012 Cone Communications Holiday Trend Tracker

Cause marketing is already in full force this holiday season, but whether those promotions will translate into sales is yet to be seen. According to the 2012 Cone Communications Holiday Trend Tracker, just 16 percent of consumers plan to purchase, or have already purchased, cause-related gifts (a decrease from 49% in 2010). A substantial 41 percent are still undecided if they’ll participate in holiday cause marketing – signaling a significant opportunity for companies to appeal to the hearts and wallets of consumers.

Content from this campaign

Social Impact & Volunteering

Companies Capture Consumers’ Hearts and Wallets with Holiday Cause Marketing

Events, Media & Communications

Four Predictions for Social Impact in 2013

Social Impact & Volunteering

What’s the Holiday Cause Marketing Chatter on Social? Which Campaigns Broke Through and Why

Responsible Business & Employee Engagement

Are Consumers Shopping for a Cause This Holiday Season?

Events, Media & Communications

Consumers Unsure if Holiday Cause Promotions are “Naughty or Nice”

More from Porter Novelli

  1. 2010 Cone Cause Evolution Study
    Cone's Cause Evolution series is the nation's longest benchmark study exploring American consumers' expectations of and behaviors toward companies who...

  2. 2019 Porter Novelli/Cone Purpose Biometrics Study
    Americans are more likely to have a positive image of (89%), trust in (86%) and be loyal (83%) to brands that lead with Purpose, according to the 2019...

  3. Porter Novelli Focus
    Porter Novelli Focus is a bite-sized research series. These data briefs share insights on evolving stakeholder expectations related to timely topics.

  4. The Porter Novelli Focus: Financial Equity.
    In this research, we explore American perceptions and understanding of inequities in our financial system – and which organizations are responsible to...

  5. Porter Novelli Focus: Health Equity
    In this research, we explore American perceptions and understanding of inequities in our healthcare system – and which organizations are responsible...

  6. Porter Novelli Focus: Business Action for Climate Crisis
    This fourth installment in Porter Novelli’s Focus series explores American perceptions on business responsibility to solve for the climate crisis –...

  7. 2021 Porter Novelli Business & Social Justice Study
    2020 will go down in history as a defining moment and catalyst in the long fight for social justice. It was a year of awakening for some...

  8. The 2021 Porter Novelli Executive Influence Study
    Our latest research shows it’s time for a new class of business leader. One that leads with empathy by infusing the personal with the professional...

  9. 2021 Porter Novelli Focus: Business & Politics
    This research shows that companies can and should speak up on domestic political issues but must be ready for the ramifications – good and bad.

  10. Porter Novelli Executive Purpose Study
    Although many elements of our world have been shaken to the core in 2020, the 2020 Porter Novelli Executive Purpose Study makes one thing clear...