Marketing to Moms: Women Have Power to Help
November 4, 2010 § Leave a comment
Moms make purchases based on head and heart. We live in the age of embedded generosity. According to the new 2010 Cone Cause Evolution Study, some 83% of Americans wish more of the products, services and retailers they use would support causes. And of course, consumers have a more positive image of a product and service that supports a cause they care about.
A healthy 53% of Americans will choose a company that allows the consumer to impact donations by tying it to a purchase. We all know the success of programs like Yoplait yogurt, Tide Loads of Hope and Toms shoes. And a whopping 92% of Moms will buy a product in which a portion of the sales goes to the support of the cause or issue.
Yes, Moms are the most moved by the ability to affect or support cause marketing with their purchases. Moms purchased more cause-related products than any other demographic (61% vs. 41% average).
So when I see organizations offering women a chance to help other women in need throughout the globe, I find it gratifying and want to know more.
One such company is a medical aesthetic practice, Lavé MD in Brentwood, Tennessee. While I am writing this, Dr. David Vanderpool is on his way to Haiti to assist in disaster relief. Dr. Vanderpool runs a successful laser vein therapy and aesthetic practice that donates all profits to a Christian humanitarian relief organization that works among vulnerable families across the globe. Currently Mobile Medical Disaster Relief (MMDR) is focusing efforts in Haiti where lingering effects of the earthquake mix with cholera and flooding rains. Dr. Vanderpool has found that their efforts are most effective with the women who provide care and food for their families.
Dr. David Vanderpool and his family have been recognized in People Magazine’s 2010 Heroes of the Year Awards for their humanitarian relief work in Haiti and other poor, struggling countries. People Magazine editors selected the Vanderpools, MMDR, and four other winners, noting “these inspiring men and women have found a way to fix the world around them – one life at a time.”
If you would like to join me in supporting MMDR, visit their website where you can make a donation of as little as $10 to provide clean drinking water to hurricane and cholera ravaged families in Haiti.
Tagged: 2010 Cone Cause Evolution Study, cause marketing, Dr. David Vanderpool, embedded generosity, Haiti, Haiti relief efforts, Humanitarian aid, Jamie Dunham, Lavé MD, marketing to moms, MMDR, Mobile Medical Disaster Relief, moms and cause marketing, The Lipstick Economy, Tide Loads of Hope, Toms Shoe, Yoplait