Good Deeds Attract Customers and Workers.

• Position: Survey results on public opinion on corporate social activity - Brief Article

A majority of Americans want companies to become actively involved in a social cause, according to a nationwide study conducted by Roper Starch Worldwide for Cone, Inc., Boston, Mass. For those that do become involved, there is a reward in sales, brand reputation, and employee loyalty. The 1999 Cone/Roper Cause Related Trends Report found that:

* 74% of consumers find it acceptable for firms to engage in cause-related marketing.

* 61% believe it should be a standard business practice.

* 83% have a more positive image of a company that supports a cause they care about.

* Approximately 67% say that, if price and quality are equal, they are likely to switch to a brand or retailer associated with a good cause.

Moreover, such programs have a dramatic impact on employee pride, morale, and loyalty, the report indicates. That is why companies such as The Home Depot, which recruits close to 2,000 new employees each week, and Avon, with a workforce of more than 400,000 sales associates, are recognizing that cause programs are a valuable tool to strengthen bonds with the people who represent their brand.

"In today's highly competitive marketplace, the pressure of maintaining customer loyalty is matched by the urgency of recruiting and retaining workers," notes Carol Cone, CEO of Cone, Inc., a strategic marketing firm that develops cause...