Seven in Ten (70%) Americans Plan on `Giving Back' This Holiday Season
Seven in ten (70%) Americans indicate that they'll be `giving' back in some way, whether it be in the form of money or goods (44%), volunteering (8%), or both (19%). Only three in ten (30%) Americans say they won't be `giving back' this holiday season. Women (78%) are significantly more likely than men (62%) to say they'll be giving back, while seniors (76%, ages 55+), and middle-aged (74%, ages 35-54) Americans are significantly more likely than younger (63%) Americans to state an intention to give back this holiday season.
As stores begin to fill up, businesses might consider following suit of American consumers when it comes to giving back, as they could reap the rewards from customers who appreciate their willingness to help others during the holiday season.
Three-quarters (72%) of Americans `agree' (20% strongly/52% somewhat) that `they would shop more often at a brand or store that gives back' while slightly more than one in four (28%) `disagree' (7% strongly/22% somewhat). Women (78%) are significantly more likely than men (66%) to `agree' with this sentiment.
A similar proportion (69%) also `agree' (18% strongly/51% somewhat) that `knowing a business gives back in some way impacts their purchase decision', while three in ten (31%) `disagree' (8% strongly/23% somewhat). Once again, women (73%) are significantly more likely than men (64%) to feel this way, while younger (74%) Americans are significantly more likely than their middle-aged (65%) and senior (68%) counterparts to agree with this assessment.
A way that many businesses attempt to give back is by soliciting donations from their customers, usually when they're in the check-out line. While most Americans don't seem to be bothered by this, a sizeable portion app=ear to be discontent with this process.
Half (51%) of Americans `don't care' when cashiers make requests to donate to a non-profit organization or charity during their purchase, although more than one in three (35%) say they `don't like it' and one in ten (14%) `like it' when cashiers make these requests. Younger (18%) are significantly more likely than middle-aged (13%) Americans and seniors (10%) to say they `like it' when cashiers make these requests, while both seniors and middle-aged Americans (39%) are significantly more likely to say they `don't like it' when they do this compared to younger Americans (28%).
Thoughts on Giving Now and Looking Ahead...
Most Americans also appear to have specific charities that they prefer to support to as three quarters (76%) `agree' (35% strongly/40% somewhat) that `they already have in mind the charitable organizations that they would support', with a quarter (24%) `disagreeing' (9% strongly/16% somewhat) with this statement. Women (80%) are significantly more likely than men (71%) to believe this, while seniors (83%) are significantly more likely than middle-aged (83%) and younger (76%) Americans to feel this way.
With many charities and non-profits aiming to help those less fortunate around the world, the preference of most Americans would be that their contribution helps those closest to home. More than eight in ten (84%) `agree' (36% strongly/48% somewhat) that `when thinking about giving, they would prefer their donation have an impact in their local area', while two in ten (16%) `disagree' (4% strongly/12% somewhat).
These are some of the findings of an Ipsos poll conducted November 19th to 22nd, 2013 on behalf of PlanG. For the survey, a nationally representative sample of 1,021 randomly-selected adults aged 18 and over residing in the U.S. was interviewed by online via Ipsos' US online panel. The precision of Ipsos online polls is measured using a credibility interval. In this case, the poll is considered accurate to within +/- 3.5 percentage points had all US adults, aged 18 and over, been surveyed. These data were weighted to ensure the sample's regional and age/gender composition reflects that of the actual U.S. population according to data from the U.S. Census Bureau.
For more information on this news release, please contact:
Sean Simpson Vice President Ipsos Public Affairs 416.572.4474 [email protected]
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