The sustainable nonprofit: Three types of socially minded consumers

In a room packed with corporate marketing leaders and their respective brand marketing colleagues, I was up to talk about consumer interests and engagement in social issues. I opened with a key question: “How many of you think your consumers want your company/brand to address social issues?” Every person in the room raised their hand. One person even said, “Demand is a better word.”

Next question: “How many of you have consumers who actually have made decisions based on your position on social issues?” Fewer people raised their hands, and a lot of skeptical looks from the rest eventually forced the central question: “Do we really know consumers make choices because of our positions?”

The most likely answer is “No.” We know this from data we collect on social issue engagement with brands and their consumers. Consumers do have high expectations for companies to stand up and actively support issues, but—and this is a big “but”—not every consumer is acting with their wallet to drive home those expectations.

The data reveal three types of socially minded consumers that brands should be aware of as they navigate the social issue waters....

Read the full column article by Derrick Feldmann, founder of the Millennial Impact Project, lead researcher at Cause & Social Influence.

(Photo credit: Getty Images/Leo Patrizi)