More Canadian Consumers Than Ever Care About How Companies Are Supporting Social Causes
Nicole Bryck | October 25th, 2017
Companies need consumers to like their brand. This is one of the most fundamental aspects of business. They way in which Canadians chose which brand to use is something that senior leaders in corporations are constantly considering. At Impakt we spend a lot of time thinking about the impact and value that social programs bring to society and corporations, but also the value they bring to consumers and employees.
Research conducted by Ipsos found that Canadians are in fact placing more emphasis and prioritization on the extent that companies are supporting causes. This emphasis and prioritization has increased on many fronts from 2016 to 2017. Jessica Avery, Vice President, Canada, Ipsos Marketing attributes this to the fact that Canadians are nervous. She states that “we are more worried than ever about our futures, and this plays out in our increasing expectations of companies. We want companies to do more than ever when it comes to taking on a leadership role in improving the world and supporting important causes.”
Ipsos revealed that the number of Canadians who are interested in what causes companies support is up 4 points to 50%. This means that a staggering half of Canadians are curious about what causes companies support and that this is part of their purchasing decision. Canadians also reported that their loyalty to brands that sponsor good causes is up 4 points to 48%. This report did not outline whether or not Canadians will switch brands to use a brand that sponsors a good cause that they find more meaningful. Despite this, brand loyalty is hugely important to companies because consumers who are loyal will buy your product or use your service regardless of convenience or price. Finally, the amount of Canadians that always pay attention to which causes companies support is up 6 points to 41%. This has created a unique opportunity for a brand to create brand loyalty because Canadians are paying more attention to it.
In addition to Canadians as consumers, Canadians as employees are also changing the way in which they look at their employers. 52% of Canadians (up 7 points from 2016) reported that they are aware of employer-sponsored causes. 78% of Canadians reported that the causes their employers support has positively impacted the employee’s perceptions of the company they work for.
Avery stated that, “We’ve seen more significant changes in the past 12 months than any other time. Times are changing when it comes to doing well by doing good, and the companies that respond to these changes will see the benefit.”
If you want to chat with someone from the Impakt team, shoot us a message! We’re always up for a chat!