When it comes to supporting charitable causes, men are not as easily influenced or as likely to change their behavior as women. Men are more likely than women to say “supporting causes has become a fad” (43% vs. 37%) and less likely to say “supporting causes makes me feel good about myself” (73% of men vs. 80% of women).
Men also are significantly less likely than women to have changed their behavior due to cause marketing or personal involvement (48% of men vs. 55% of women). One such behavior would be switching to brands that sponsor a cause the person supports; 16% of women switched brands for this reason vs. 11% of men.
There are plenty of reasons why brands can and should seek to align themselves with charitable or social causes. Unfortunately, doing so with the goal of influencing male customers may not prove particularly fruitful.