Guys Like Good Causes Too
eMarketer recently had an article called “Men Care About Causes Too” that highlights some new research.
A survey by PRWeek and Barkley found that 55% of male Internet users said they would pay more for a brand or product that supported a cause they cared about. 67% of respondents said they would try a new brand because of a cause.
A lot of cause marketing efforts have been focused on Generation X, Generation Y, and moms, but this shows that guys like good causes too.
The survey also revealed that the top causes men cared about were those that affect children followed by health and poverty related causes.
The article also noted that 68% of marketers said they had no plans to target men because of their perceived indifference and the greater importance of causes to women. Seems like a big missed opportunity to me.