It is no secret that consumers expect retailers and brands to support social and environmental issues. When making purchasing decisions, U.S. consumers consider businesses’ involvement in social issues as a differentiating factor. The 2013 Cone Communications Social Impact Study is the latest in Cone’s 20-year analysis of Americans’attitudes, perceptions and behaviors around corporate support of social and environmental issues.
Here are a few facts to consider:
- 93% of U.S. consumers say that when a company supports a cause, they have a more positive image of the company (up from 85% in 2010 and 84% in 1993).
- 90% of Americans say they would be more loyal to companies that back causes.
- 89% of consumers would switch brands to one that is associated with a good cause, given similar price and quality.
Cause remains an undeniable consumer demand and a savvy business strategy. Cause marketing helps to increase sales and improve customer loyalty. When it comes to supporting a cause or issue that is important to the community, AWG retailers have multiple options.
APPLES FOR THE STUDENTS
The primary concern of parents today is the health and education of their children. The Apples for the Students program helps schools obtain much needed school supplies, thanks to support from their local grocery store. From September to February, schools collect register receipts from their participating grocery store. Then the receipt totals are counted for credits and the schools redeem credits for school supplies. The grocery store only pays 1% of the total receipts collected — a small cost compared to the large impact this makes on the students’ educational experience. In turn, this program motivates parents to spend more money at your store, knowing they are building up points for school supplies that will improve their children’s education.
FUNDRAISER COUPON BOOK
AWG retailers can purchase coupon books in bulk at a low price and sell them to non-profit organizations, who sell them to customers to raise money for their organizations. Each coupon book has valuable manufacturer and private-label coupons inside, including a coupon on the back of the book for $5 off a $50 purchase at the retailer’s store. The retailer’s logo is on the front and back of the coupon book so consumers know where to shop. This is a great way to support your community year-round while building customer loyalty and increasing sales.
BEST CHOICE SAVE-A-LABEL
The Save-A-Label program helps non-profit organizations raise money by collecting Best Choice UPC labels. For every bundle of 1,000 UPC’s sent to AWG, groups receive $30 in cash. Nearly 13,000 non-profit groups currently participate in the program, including schools local to over 2,000 AWG retailers. This is a simple, easy way for groups to raise money at no cost to the grocery store.