Americans Shop This Holiday with Cause in Mind

BOSTON--Nov. 2, 20043, 2004--

Research Finds Nearly Half of American Consumers use Purchasing Power to Support Companies That Care; 86% Would Switch Brands to Support a Cause They Care About

As consumers plan to hit the malls for their holiday shopping, one of this year's strongest trends will be shopping with a cause in mind. Nearly half of Americans say they will consider a companies support of social issues before making a purchase. When asked, 85% of American consumers said they would switch brands to one associated with a good cause when price and quality are similar.

Cause-related shopping is a convenient way for time-crunched, budget-conscious Americans to give back to their communities during the holiday season. Over the last 12 months, Americans have done the following after hearing about a company's commitment to social issues:

-- 45% Considered purchasing a product from that company

-- 43% Purchased a product from that company

-- 43% Told a family member or friend about that product or company

-- 28% Intentionally paid more for a company's product that supported a social issue

"As we see with yellow Live Strong bracelets and pink ribbons, Americans are proud to display their support of a cause. There is no doubt that consumers are shopping with a cause in mind for the holidays," says Alison T. DaSilva, vice president at Cone, a Boston-based strategy firm linking companies and social issues. "In the eleven years that we have been tracking this trend, we have seen an increasing number of companies providing their consumers with opportunities to impact causes. In return, these companies are rewarded with consumer purchasing dollars and loyalty."

Companies from a variety of industries are providing their consumers with cause-related shopping opportunities this holiday season, including:

-- Gap Inc.'s Share the Warmth program will donate 100 percent of the profits from sales of Brannan the Bear to help provide more than 70,000 Warmest jackets to children in need this winter.

-- CVS/pharmacy has partnered with St. Jude Children's Research Hospital to launch its first ever Thanks & Giving program. In addition to a CVS corporate sponsorship, customers across the country will have the opportunity to contribute $1.00 or more to help support research dedicated to eradicating pediatric cancer and other childhood diseases

-- Stila Cosmetics will donate 100% of the proceeds of their newly launched lip gloss, available exclusively through all Barney's New York Stores, to AIDS Research Alliance of America, a national non-profit organization dedicated to find a cure for AIDS.

-- Jiffy Lube(R) service centers across New England can contribute $2 to The Jimmy Fund - a worldwide leader in cancer care and research - and receive a Value Card offering more than $50 in Signature Service(R) Oil Change and Taco Bell combo meal savings.

The 2004 Cone Corporate Citizenship Study report presents the findings of a telephone survey conducted among a national probability sample of 1,033 adults comprising 519 men and 514 women 18 years of age and older, living in private households in the continental United States. Interviewing for this CARAVAN(R) Survey was completed during the period October 22 - 25, 2004. The margin of error is +/- three percentage points.

To speak with Cone executives about this survey or our other research on Cause Branding and corporate citizenship, please contact Alison DaSilva 617-939-8360 or 617-290-5476 or adasilva@coneinc.com.