People tend to support causes that make them feel good about themselves, and there remains a wide say-do gap when it comes to charitable giving, according to a new report from insights firm IMI.

The report, Unlocking the Mind of the Consumer, found that out of 125,000 North American consumers who were surveyed, four core themes are currently driving purchase behaviours. Those themes are local, healthy, influence of a friend, and cause/charity.

However, IMI numbers reveal a sizeable say-do gap where 93% of Canadians believe it is important to support causes, while only 45% of Canadians have supported charities in the past year.

The report notes that the primary driver of cause-related purchases, is that “the product supports causes that make me feel good” (58%). According to IMI, “at the end of the day, it’s about me…how does this affect me? what’s the benefit to me?”

Trailing feel-good, cause-related product purchase drivers are ones which are environmentally friendly (53%), those that support local communities (50%), and products that support sustainability (44%).

These are far bigger motivators than brands that support cancer charities (35%), mental health initiatives (32%), and brands that support veterans (23%).

According to IMI numbers, marketers need to note that it’s younger Millennials (aged 25 to 33) who most actively buy to support causes or themes they care about, and that this target demo supports an average of 10 causes or themes.

Brands need to understand high-value targets, doers, and to dissect intentions versus behaviour, and to key in on the fact that trust is the top driver of purchase. People will buy when brands align themselves with an issue or theme, but it has to be relevant, amplified and easy for consumers to participate, the report finds.

Marketers also need to be mindful that on average, women care more about a host of issues, the report shows. Across a range of 68 issues ranging from mental health, income disparity, cyberbullying, sustainability, diabetes, job security and recycling – women unanimously care more about them, 17% more on average, according to IMI numbers, than men.

IMI says it’s important for brands to be consistent with themes, and committing to at least three years of activating around causes in order to optimally build trust.