Fifty-eight percent of Americans say they will purchase a product that will donate a percentage of the price to a cause, according to the 2002 Cone Holiday Trend Tracker. More than 50 percent of Americans said they will buy gifts from retailers that support social issues, according to the study.
Women are much more cause-conscious than men when it comes to shopping, with 64 percent of women saying they’ll purchase products that donate to a cause, versus 51 percent of men. Fifty-six percent of women say they will patronize retailers that support social issues, versus 48 percent of men. This is the sixth year that Boston-based Cone–a strategy firm specializing in companies and social issues–has produced its Holiday Trend Tracker.
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