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All things related to effective Hispanic marketing, Hispanic advertising and Hispanic public relations.

Wednesday, November 17, 2010

Social Responsibility Weighs Higher in Purchase Decisions for Hispanics and African Americans

About one-third of Hispanic and African American consumers almost always choose brands because they come from companies that support causes they believe in, compared to just one in five Non-Hispanic Whites, according to a Yankelovich MONITOR Multicultural Study 2010 by The Futures Company and VanguardComm.

Hispanic and African-American consumers also expect companies to champion their causes and stand up for issues which affect their communities to a greater degree.
-- 79% percent and 84% of Hispanic and African-American respondents respectively agreed with the statement “companies that make sincere efforts to be part of the Hispanic/African-American community deserve my loyalty.”

-- 62% and 68% of Hispanic and African Americans respectively agreed that very few brands and companies genuinely care about the state of their communities.

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