The goodpurpose study is Edelman’s annual global research that explores consumer attitudes around social purpose, including their commitment to specific social issues and their expectations of brands and corporations. The survey was conducted in 13 countries among more than 7,000 adults. It is the only global study of its kind.
Edelman’s fourth annual goodpurpose® Study released today, indicates that consumers in emerging markets (Brazil, China, India, and Mexico) are the most likely to purchase and promote brands that support good causes, outpacing the UK and other developed economies in the West; nearly 8 in 10 consumers in both Brazil and Mexico are likely to buy products from companies that support good causes, compared to just over half (54%) in major European economies.
Although consumers in emerging markets now outrank their peers in developed economies in commitment to social purpose, UK citizens maintain a high level of interest and engagement in causes. The 2010 findings indicate that for nearly half of UK consumers, purpose is more important than design, innovation or brand loyalty as a purchase trigger, when quality and price are the same. Despite the prolonged recession, nearly two-thirds of UK consumers report that they are likely to buy and recommend products and services from companies that support a good cause. As UK consumer involvement rises, their expectation of brands and companies remains high, with nearly 9 out of 10 UK consumers believing that businesses need to place at least equal weight on society’s interests as those of business.
Key UK Findings
- 85% believe that business needs to place at least equal weight on society’s interests as on business’ interests
- 68% of respondents believe corporations are in a uniquely powerful position to make a positive impact on good causes
66% of consumers would be more likely to purchase a product from a company that supports good causes and has fair prices than a company that offers deep discounts but does not support good causes
- 65% believe corporations and the public working together to support a good cause can do more for a good cause than either corporations or the public can do on their own
- 63% would buy a company’s products or services if the company actively supported a good cause
- 62% would recommend a company’s products or services if the company actively supported a good cause
- 59% would share positive opinions/experiences about a company if the company actively supported a good cause
57% believe it is no longer enough for corporations to simply give money away to good causes, they need to integrate good causes into their day-to-day business
- 52% have a better opinion of corporations that integrate good causes into their business, regardless of the reasons why they do so
For the full report, please visit goodpurposecommunity.com.
For recent blog posts, please also visit the goodpurpose community site. Anne Augustine, Head of Sustainibility writes about consumers wanting brands to make it easier for them to make a positive difference in the world.