It's tempting to assume affluent consumers are shallow. But a new study demonstrates that the wealthiest favor brands that have a cause.
Reading Time: About 0 minute
If you need more proof that consumers are demanding better values from their brands, consider this new data point from The Affluence Collaborative, a research project led by AgencySacks. 80% of affluent consumers said a brand’s promotion of its cause marketing enhances their perception of the brand, and 42% said they’d pay more for a brand based on what it gives back.
Add this to a growing stack of data. 71% of consumers say they make it a point to buy products from companies whose values match their own (Y&R, 2010). In the last year, 41% of American consumers said they bought a product because it was associated with a cause or an issue (Opinion Research, 2010).
The Findings Report Podcast is a half-hour show where we interview researchers, trendsetters and thought leaders about consumer psychology and the science of marketing.
Listen to the latest show...
The Findings Report
Sign up for The Findings Report, my newsletter that includes insights about media, culture, consumers, and the brand called life.