Eight in 10 American women believe supporting causes creates a sense of purpose and meaning in life. American women are strong believers in the power of individuals to make a difference by supporting causes, while their male counterparts are most likely to view supporting causes as a fad, according to new data recently released by Ogilvy Public Relations Worldwide and Georgetown University's Center for Social Impact Communication. When it comes to social media, women are mosre likely than men to recognize the role that sites like Facebook can play in facilitating cause involvement. Two-thirds of women (65%) believe that social networking sites can increase visibility for causes, and six in ten (60%) believe they allow people to support causes more easily. It comes as no surprise, then, that women are more likely to support causes through promotional social media activities (e.g. joining a cause group on Facebook, posting a logo to a coail profile, contributing to a blog) than men (17% vs. 12%, respectively). Women also 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.
The findings are part of the larger Dynamics of Cause Engagement study, conducted among American adults age 18 and older in late 2010, which explored trends in cause involvement and the roles of a variety of activities in fostering engagement with social issues.
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