Being a socially responsible small business is good for the world and good for your business, but you can’t be insincere about your efforts according to a new study by AYTM Market Research. The report shows consumers are skeptical about overly hyped social campaigns and that only 10 percent of consumers thought cause campaigns were always sincere, with 41 percent feeling the campaigns were insincere about half of the time. Consumers still prefer to spend money on brands with positive social efforts, but businesses need to “humanize” their efforts by showing real results using photos, videos and whatever followup is needed.
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