Americans' Hierarchy Of Worthy Causes

Among the causes a company might support, which seem most urgent to consumers? A Wirthlin Worldwide poll sheds some indirect light on the issue. When people were given a list of causes and asked to rate them, 78 percent said “improving children’s literacy” is extremely important. Seventy-seven percent said the same of “curing chronic diseases, like cancer and heart disease.” Fewer accorded such status to “protecting the environment” (61 percent), “building stronger communities throughout our nation” (57 percent), “helping the poor” (56 percent), “preventing smoking” (47 percent)and “increasing America’s stock of affordable housing” (42 percent).