According to one oil industry expert, BP isn’t concerned about consumer backlash because “When it comes around to buying gas, people will buy the cheapest…”
But that’s a shallow assessment: People will switch brands to support charitable causes like the Gulf Oil Spill cleanup effort.
Gas for Gulf is an initiative to support to gas stations within local communities (BP and otherwise) that contribute to gulf cleanup. Gas stations are asked to contribute 5% or more of their monthly profit to gulf cleanup efforts in exchange for increased patronage, customer loyalty and (as a result) profitability.
To test the viability of a ‘Gas for Gulf’ approach, we surveyed more than 1200 FamilyLink users. Results from our survey were more encouraging that oil industry experts believe:
- 90% are concerned about the impact of the Gulf oil spill on the US;
- 84% said they would PREFER frequenting a gas station that dedicated 5% or more of its monthly profits to oil spill cleanup efforts;
- 77% said they would EXCLUSIVELY use a gas station that dedicated 5% or more of its monthly profits to oil spill cleanup efforts if fuel costs were the same; and
- 80% said they would go 2-3 minutes OUT OF THEIR WAY to use a gas station that contributes to Gulf cleanup efforts.
These findings are consistent with US Consumer trends favoring social causes and charitable partnerships. According to a 2010 research by Cone, a popular cause branding group, 59% of Americans are more likely to buy products/services from corporations that participate in a charitable partnership. Bob Gilbreath, a strategist at Bridge Worldwide and author of “Marketing with Meaning,” said 87% of consumers will switch to a brand partnered with a good cause and 50% will pay more for cause-related products — even in a tough economy.
However, they also want corporations to share the results. 75% want to hear about the effect on the social issue or the money raised for the cause through their participation.
Better than Boycotting
Local BP gas stations throughout the US are feeling the pinch as motorists bypass their locations to find alternative stations. But, boycotting BP it isn’t a good answer. Most of the nearly 10,000 BP gas stations in the US (over 700 in Wisconsin) are owned by independent operators. This means that boycotting BP, hurts small business owners — not the petroleum bohemoth.
Credits: Fail whale image courtesty of C_rgyo via Twitpic.
Aquaman on the BP Oil Spill
Courtesy of Jimmy Kimmel Live:
About Troy Janisch
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