This post was originally posted to Ogilvy PR’s Womenology blog.
A recent study conducted by Ogilvy Public Relations Worldwide in partnership with the Center for Social Impact Communication at Georgetown University revealed the importance of supporting causes for women in the U.S.
8 in 10 women believe that supporting causes creates a sense of purpose and meaning in life and feel everyone can make a difference through their support.
Some of the key findings showcase demographic trends in the current dynamics of cause involvement.
Here are some highlights:
Study results show that women are more likely than men to believe in the capacity of individuals to make a difference in society by supporting causes.
The top three causes women are most involved with are supporting our troops, feeding the hungry and breast cancer. The two latter receive greater support from women than from men. Women are also significantly more likely to support youth-related causes like bullying and childhood obesity.
When engaging with causes, social media play a greater role for women than men:
- Women turn to social media as a source of cause information more often than men—though for both, this lags far behind traditional TV and print media sources and personal relationships.
- More than 6 in 10 women believe online social networking sites increase the visibility of social issues and allow people to support causes more easily–this figure is significantly lower among men.
- Women are also more likely than men to feel that social networking sites help them get the word out about a social issue or a cause.
However, women’s engagement in causes is not limited to the social media space. In fact, women expressed that only showing support to a cause on social networking sites is not enough: almost half of women think that “Everybody ‘likes’ causes on Facebook and it doesn’t really mean anything.”
Additionally, the survey revealed that the more historically prominent types of engagement (e.g., donating, learning more about the cause and signing a petition) remain the “most often” means of cause involvement for both women and men.
If you are interested in learning more, click here to download the full fact sheet and stay tuned as we continue to release additional findings from this study in the upcoming weeks:
- May 31 – Cause Involvement by Ethnicity
- June 13 – Cause Involvement by Generation
- June 30 – Cause Involvement and Behavior Change