The “Green” Gap Between Environmental Concerns and the Cash Register. Key Findings. By Amy Mitchell and Tom Rosenstiel of PEJ Audience In 2011, most sectors of the news media managed to stop the audience losses they suffered a year earlier, though for some the gain was minimal.
News websites saw the greatest growth, while print audiences stood out for their continued decline, which nearly matched the previous year’s 5% drop. The Global, Socially Conscious Consumer. Around the world, companies have invested time, talent, and treasure in social and environmental efforts for a range of complementary reasons.
For many companies, cause marketing—the use of social and environmental efforts to build a brand and increase profits—has been a secondary if not primary motivation. Cause marketing won’t work with all customer segments—some simply don’t care—but research suggests that there is a segment of socially conscious consumers that cause marketers should pay attention to. But who are these socially conscious consumers? What causes are most important to them? What’s the best way to reach them? Create and Share Interactive Maps Online.