AMERICANS LOOK AT REPUTATIONS WHEN BUYING GIFTS
By Adnews Staff
Sixty per cent of Americans plan to purchase a Christmas gift associated with a good cause this year and 63% said they are likely to consider a company's reputation for charitable donations when buying gifts, according to a study done by Cone Communications of Boston. This compares to 55% last year. The study found that 68% of women, and households with children, are likely to consider a company's charitable reputation at the time of purchase, while 72% of people aged 25 to 34 will also consider this. Black consumers are more likely than white consumers to consider a company's charitable reputation only during the holidays. Overall, however, 76% of black consumers and 88% of white consumers said they factor in a company's reputation throughout the year when making purchasing decisions.