New Study Reveals: Struggling Consumers Say Companies Connect; Drive Sales Via Cause

New Study Reveals: Struggling Consumers Say Companies Connect; Drive Sales
Via Cause
Procter & Gamble and Sonic Drive-In make major cause commitments despite
economy

KANSAS CITY, Mo., Nov. 3 /PRNewswire/ -- The 2009 PR Week / Barkley Cause
Survey uncovers that while consumers have decreased spending on charitable
giving, 91% expect companies to fill that gap and showcase their commitment to
the greater good (up from 86% in 2008). The study also reveals that cause can
make strong business sense for brands by increasing trial, loyalty, sales, and
even higher prices at the cash register. For the full survey, visit
www.barkleyus.com.

"At a time when corporate America is not trusted or respected the way it used
to be, customers are looking for brands they can trust and feel good about,"
said Chris Mann, brand marketing manager, New Balance. "Cause makes a
statement in that regard."

Of those consumers surveyed, 74% say they purchased a brand because it
supported a cause, 75% would try a brand they normally wouldn't because it
supported a cause, and 64% would pay more for a brand because it supports a
cause that is important to them (up from 61%, 64% and 52%, respectively, in
2008).

Corporate leaders have responded: 58% now engage in cause marketing. Of those,
61% plan to continue to the same level of commitment to causes in spite of the
recession. Furthermore, 97% believe cause is a valid business strategy.

"We're not the P&G foundation; we're a business," says Susan Baba, external
relations manager for dish care, Procter & Gamble. "This cause program for
Dawn is something that makes consumers feel good, but it's also reinforcing
our performance benefit."

Corporate leaders are also showcasing their efforts as never before, with 82%
actively promoting their causes. The promotional efforts can be seen
on-package, in advertising and in earned media such as public relations--a
direct reaction to consumers' increasing demand for transparency.

"Companies today are looking at it more strategically than ever before," said
Mike Swenson, CMO, Barkley. "The results are that the programs are more
meaningful and focused ... better programs that will work harder for the
brand and nonprofit alike."

About the 2009 PR Week / Barkley Cause Survey:
The PRWeek/Barkley PR Cause Survey was conducted by CA Walker from August
18-September 1, 2009. Email notification was sent to approximately 5,914
marketing professionals and 7,385 consumers. A total of 116 marketing
professionals and 530 female consumers (280 women with children and 250 women
without children) completed the survey online. The results are not weighted
and are statistically tested at a confidence level of 90%. Complete survey
results are available for purchase for $150 by e-mailing
Erica.Iacono@prweek.com.

About Barkley:
Barkley is the largest employee-owned agency of its kind. Founded in 1964, the
company has 325 partners offering a full range of marketing communications
services including advertising, public relations, cause branding, brand
activation, relationship marketing, social media, design, media planning and
buying, motion graphics, research and interactive marketing. Barkley has
offices in Kansas City and Pittsburgh, with additional field offices across
the nation. More info: www.barkleyus.com and www.barkleyREI.com.

FOR MORE INFORMATION:
ERICA WREN
ewren@barkleyus.com / (816) 423-6218

SOURCE Barkley

Erica Wren of Barkley, +1-816-423-6218, ewren@barkleyus.com