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Consumers Prefer Brands With 'Social Good Campaigns,' KBB Says

May 17, 2016

IRVINE, Calif. — A recent Kelley Blue Book survey has found that consumers are more likely to purchase a vehicle from a brand that is promoting a campaign for social good.

Consumers not only prefer to buy from brands with social good campaigns, they expect auto manufactures to carry them out. According to the survey, 64% of respondents expect automakers to carry out social good campaigns. An even larger percentage, 70%, would like to see more automakers promote social good campaigns.

“It’s clear consumers appreciate automakers that give back to the community through charitable work, and they like to spend their hard-earned money with a company that is making a positive impact in the lives of others,” said Karl Brauer, senior director of automotive industry insights at Kelley Blue Book. “Awareness, however, may be the bigger challenge, with a majority of consumers unaware of any social good efforts sponsored by automakers.”

According to the survey, 62% of respondents said that they would be more likely to purchase a vehicle brand if that brand was promoting a social good campaign. The problem is, the survey noted, about 60% of respondents were unaware of any automotive social good campaigns.

Of those that could recall a social good campaign, 61% recalled a Subaru campaign, 44% recalled a Honda campaign, and 29% recalled a Ford campaign. Honda’s campaign in particular resonated with the younger generations as Millennials were more aware of the Helpful Honda Dealers Campaign than any other age group.

The top two causes that respondents said they’d want automotive campaigns to support were military and/or veteran organizations and children’s charities.

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