Consumers Say: Give Till It Helps

Oct 10, 2002
George Anderson

By George Anderson

The results of a survey of over 6,000 consumers by the public relations firm Porter-Novelli reinforces the connection between corporate giving and business success, reports the Chain Store Age web site.

According to the study:

  • Thirty-five percent of consumers say that a company’s charitable contributions affect them “a lot” in making purchasing decisions.

  • Twenty-nine percent indicate that contributions have “some” effect.

  • Thirty-six percent of consumers reported that they are not influenced by corporate charity.

All forms of giving were not viewed the same in terms of their influence on a consumer’s buying decisions. Giving products to those in need was viewed most favorably by 73 percent of respondents. This was followed by helping employees and their families (71%); protecting the environment (69%), participating in local community projects (63%) and making financial contributions to local charities (59%).

Moderator’s Comment: How should retailers and other
companies evaluate what causes to support with charitable giving?

Consider us jaded. The Porter-Novelli study demonstrates
that charity clearly begins at home. For many consumers (36%), their favorite
charity is their own personal welfare. We’re all part of the rolled-back prices

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