The general public believes that large companies looking to give something back to their audiences should focus on the local community.
In a survey, carried out for PRWeek by NOP Solutions, 51 per cent of respondents said they believed the local community was the most deserving compared to 35 per cent who voted for investment in the workforce and 14 per cent who opted for investment on a more global scale.
The issue of reputation also proved to be of growing importance to purchasing habits. Only 11 per cent of those questioned said that a company's integrity was not important when buying from them.
Intriguingly, the number of people basing purchase decisions on reputation significantly increased as people grew older, from 37 per cent in the 15 to 34 age group to 54 per cent for people older than 35. More men than women also said reputation was an important factor when buying.
'The general public is increasingly looking behind brands. Cause related marketing is going to get bigger and bigger,' said Results Business Consulting MD Jim Surguy.