Women support firms that aid breast cancer causes

BOSTON: Women are more likely to support companies who support breast cancer issues, according to the 1999 Cone Breast Cancer Awareness Trend Tracker.

BOSTON: Women are more likely to support companies who support breast cancer issues, according to the 1999 Cone Breast Cancer Awareness Trend Tracker.

BOSTON: Women are more likely to support companies who support

breast cancer issues, according to the 1999 Cone Breast Cancer Awareness

Trend Tracker.



While this in itself is not a major revelation, the survey found that

77% of women have a better image of companies who support National

Breast Cancer Awareness Month in October. Additionally, 76% of

respondents said they would tell their friends about these companies and

become advocates for specific companies’ good deeds, with that figure

jumping to 86% for women between the ages of 25-34.



The survey, now in its second year, was conducted by Opinion Research

Corporation International through a national phone sampling of 500 women

during the last weekend of October.



’Breast cancer is seen as one of the most supported causes, and we

wanted to see who was breaking through the clutter,’ said Cone CEO Carol

Cone.



’We wanted to take a look at how these companies are being perceived,

and how their actions during the month influence their image and

purchasing behavior year-round.’



As for actual purchasing behavior, 24% of women surveyed - or

approximately 26 million consumers - said that they purchased a product

or service related to a breast cancer cause initiative in October.

Additionally, 67% indicated that they would be more likely to purchase

these products and services throughout the year.



While this year’s findings were similar to last year’s, Cone said it was

surprising that, unaided, respondents once again pointed to Avon’s

Breast Cancer Awareness Crusade (44%) and the US Postal Service’s Breast

Cancer Research Stamp program (42%) as the two most recognized breast

cancer cause initiatives. Other programs singled out for recognition

included JCPenney’s sponsorship of ’Race for the Cure’ (37%) and

Yoplait’s ’Save Lids, Save Lives,’ promotion (25%).



However, Cone said that one of the major messages behind these findings

is that companies need to do a better job of communicating their cause

programs through a combination of credibility-enhancing media relations

and advertising in stores, on packages and on web sites.



’Companies that demonstrate true concern and credible actions and

communicate them well will deepen their loyalty with women,’ said Cone.

’The challenge is to break through with their own uniqueness and not

have this become a ’me, too’ issue.’



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