For my latest article from The Chronicle of Philanthropy, I chose this article titled "Mothers and Young People Are Most Likely to Buy Products Tied to a Cause."

http://philanthropy.com/blogPost/MothersYoung-People-Are/26986/

The article reports the findings of a survey done by a marketing firm in Boston which concluded that the people most likely to buy products that benefit a cause are mothers and young adults ages 18 to 24. The survey also asked which causes consumers would most like to support, what other information they would like to learn about the cause when buying the product and whether or not their giving habits changed as a result of buying cause-related products.

I chose this article because I personally buy a lot of cause-related products. If I'm shopping for something such as contact solution, toilet paper or toothpaste, and I see a particular brand offering a pink version of the product, with some of my money benefitting breast cancer research, I am more likely to buy that brand instead of the one I normally purchase, especially if they are the same price. Products supporting breast cancer research are usually the ones that attract me most because I think it's a great cause and I'm a sucker for anything pink, but I'm likely to switch brands for just about any cause. Since I fall in the 18-24 year old range, it makes sense to me that other consumers my age probably have similar buying habits.

I also think it makes sense that donations do not usually decrease when a cause gains support from a product. Most people who give to charities usually have an amount set aside for that in their budget, as well money set aside for shopping. Since the price of the product often doesn't change much when the company supports a cause, the consumer is able to spend their regular amount on shopping, in addition to givng their regular donation.

When a company decides to support a cause through a product, everyone essentially wins. The cause supported receives additional financial support. The company receives new customers. A long-term commitment to a cause may drive consumers to replace their old brand with the new one that supports the cause. The company then gains additional regular customers. In addition, the consumer gains a sense of personal satisfaction.