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.’
