Beginning to Doubt “Pink” – Consumer Perceptions of Breast Cancer Cause Marketing
Midway through National Breast Cancer Awareness Month, our 2012 Cone Communications Breast Cancer Trend Tracker reveals consumers are becoming skeptical about the intents and impacts of breast cancer cause marketing campaigns.
According to our research, nearly all Americans (92%) believe breast cancer is an important cause for corporations to support; however, just 26 percent feel companies have had significant positive impact on the issue, and only half of consumers (52%) believe their individual breast cancer-related purchases make a difference. Consumers are also questioning companies' and brands' motivations for "going pink." The Trend Tracker shows three-quarters (77%) of Americans believe some companies support the cause solely for corporate gain.