Hispanics Emerge As One Of America’s Most Socially Conscious Population Segments

Hispanics Emerge As One Of America’s Most Socially Conscious Population Segments

U.S. multicultural consumers exert increasing influence on corporate support of social and environmental issues, according to new research from Cone Communications


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BOSTON, Oct. 2, 2013 /PRNewswire-HISPANIC PR WIRE/ — American demand for cause is
stronger than ever, especially among multicultural consumers. According to the
2013 Cone
Communications Social Impact Study
, Hispanics represent one of the most
actively-engaged population segments to-date and exhibit stronger inclinations
to purchase cause-related products as well as participate in corporate social
responsibility (CSR) efforts:



  • 94% of Hispanics are likely to switch brands to one associated with a good
    cause (vs. 89% of the general U.S. population)
  • 62% has bought a product with a social or environmental benefit in the
    past 12 months (vs. 54%)
  • 82% would volunteer if given the opportunity (vs. 76%)
  • 70% has already donated to causes this year (vs. 65%)

(Logo: http://photos.prnewswire.com/prnh/20111004/NE79797LOGO)


Hispanics are also slightly more optimistic about the power of individuals
and corporations to positively influence critical social and environmental
issues. Twenty percent believes companies have made significant positive impact
(vs. 16% national average), and more than one-third (36% vs. 25%) believes
individuals can appreciably impact issues through their purchasing
decisions.


The 2013 Cone Communications Social Impact Study is the
latest in Cone’s 20 year analysis of Americans’ attitudes, perceptions and
behaviors around corporate support of social and environmental issues. This
year’s study features groundbreaking data on how multicultural consumers –
including Hispanics and African Americans – engage with and are influenced by
CSR.


“Multicultural consumers are no longer niche segments; they are the new
mainstream. Their buying power and social influence cannot be ignored,” says Craig Bida,
executive vice president – Social Impact, Cone Communications. “Hispanics are undeniably leading
the way – their optimism and enthusiasm to partner with companies to build a
better life for their families and communities is immense and unmatched.”


African Americans Particularly Influenced by CSR
Corporate social
responsibility is particularly influential among African Americans, as well.
Consistent with the national average, more than half (54%) have purchased a
cause-related product in the past 12 months. However, African Americans are more
steadfast in their conviction to shop with a conscience, and slightly more
optimistic about individuals’ and companies’ ability to effect positive
change:



  • 42% of African Americans are “very likely” to switch brands to one
    associated with a good cause (vs. 37% national average)
  • 33% believes individuals can have significant positive impact on social
    issues through their purchasing decisions (vs. 25%)
  • 20% feels companies have made significant impact on critical issues (vs.
    16%)

Multicultural Consumers More Active in Social Media
Representing a
more connected CSR consumer population, Hispanics and African Americans are more
likely than the national average to leverage social media to engage with
companies around critical social and environmental issues:



  • 62% Hispanics and 55% African Americans report using social media to
    engage with companies around social and environmental issues (vs. 51% national
    average)
  • 31% Hispanics and 33% African Americans use these channels to champion
    corporate efforts and initiatives (vs. 27%)
  • 23% Hispanics and 19% African Americans acknowledge using social channels
    to share negative information about companies and issues (vs. 20%)

“Companies have long embraced corporate support of social and environmental
issues to build brand relevance and consumer support, but today, marketers must
evaluate new audiences as part of their efforts to create meaningful social
impact,” says Alison DaSilva, executive vice president, Research &
Insights
Cone
Communications
. “The passion and activism of multicultural consumers
should be met with customized strategies to harness and rally their support as
this critical business strategy continues to evolve.”


Resources for Media



  • About the report: More information about the 2013 Cone
    Communications Social Impact Study is available at www.conecomm.com/research.
  • Expert interviews: Cone Communications partnered with the following
    experts for subject matter expertise around African American and Hispanic
    consumer influences and behaviors. These experts can be contacted for
    interviews by reaching out to Sarah Cahan at scahan@conecomm.com.

    • Carlos Orta, president & CEO – Hispanic Association on Corporate
      Responsibility (HACR)
    • Dr. Rochelle Ford, professor of communications – Howard University
    • Craig Bida, executive vice president – Social Impact, Cone
      Communications
    • Alison DaSilva, executive vice president – Research & Insights, Cone
      Communications

  • Fact sheets: Multicultural fact sheets are available upon request.

About the Research
The 2013 Cone Communications Social Impact
Study presents the findings of an online survey conducted February 7-28, 2013 by
Ebiquity (formerly Echo Research) among a demographically representative sample
of 1,270 U.S. adults, comprising 623 men and 647 women 18 years of age and
older. The margin of error associated with a sample of this size
is plus/minus 3% at a 95% level of confidence. The margin of error
associated with subsamples of African Americans and Hispanics is plus/minus
7% at a 95% level of confidence. Some figures may not add up to 100% due to
rounding.


About Cone Communications
Cone Communications (www.conecomm.com) is
a public relations and marketing agency known for igniting brands with
high-impact strategies and programs based in deep insights, unique subject
matter expertise and innovation. Focusing on key areas such as consumer product
media relations, social media, cause marketing, corporate social responsibility,
nonprofit marketing, corporate communications and crisis prevention/management –
the agency is positioned to help clients achieve both business and societal
outcomes. Cone Communications is a part of Diversified Agency Services, a
division of Omnicom Group Inc.


About Diversified Agency Services
Diversified Agency
Services (DAS), a division of Omnicom Group Inc. (NYSE: OMC) (
http://www.omnicomgroup.com/), manages Omnicom’s
holdings in a variety of marketing communications disciplines. DAS includes over
200 companies, which operate through a combination of networks and regional
organizations, serving international and local clients through more than 700
offices in 71 countries.





SOURCE Cone Communications, Inc.


Hispanics Emerge As One Of America’s Most Socially Conscious Population Segments