Consumers care deeply about social action.
- Sparked in part by a rising tide of concern about the common good and visible social action among celebrities, government leaders, the media, and Internet activists, consumers are showing a renewed interest in supporting and getting involved in social causes.
- In eight of nine countries surveyed, more than 50% (and up to 70%) of consumers say they are more involved in social causes than they were two years ago.
- 56% of consumers are currently involved in supporting a good cause. On average, consumers are involved, either directly or through a member of their families, in more than two social or environmental causes.
- Areas of greatest concern among consumers include “protecting the environment” (92%); “enabling everyone to live a healthy life” (90%); “reducing poverty” (89%); “equal opportunity to education” (89%); “fighting HIV/AIDS” (83%); “building understanding/respect for other cultures” (82%); “helping to raise people’s self-esteem” (77%); and “supporting the creative arts” (69%).
Consumers prefer brands that help make a difference.
- 57% of consumers are comfortable with the idea that brands can support good causes and make money at the same time.
- 78% like to buy brands that make a donation to worthy causes.
- When selecting a brand, 52% indicate that quality is the most important factor, followed by price (29%). When choosing between two brands of same quality and price, social purpose is what would most affect consumers’ decision (41%), ahead of design and innovation (32%) and the loyalty to the brand (26%).
Consumers are ready to engage with brands in Mutual Social Responsibility.
- 70% of consumers say they would be prepared to pay more for a brand that supports a good cause they believe in. More than seven in 10 (73%) would be prepared to pay more for environmentally friendly products.
Brands have an opportunity to reach consumers through social purpose.
- Despite the growing number of brands that support good causes, consumer awareness of them is relatively low worldwide. Brands have an opportunity to more effectively engage consumers with their work in social purpose and make a bigger impact on issues that matter to them.
- Worldwide, only 39% of consumers are aware of any brands that actively support good causes through their products or services.
- Brands need to help consumers find easy solutions for getting more involved, as time (for 52% of consumers) and money (41%) are considered the main barriers.
Word of mouth is the most credible source of information about brands that support good causes.
- 61% of consumers say “a person like myself” is the most credible source of seeking information about brands that support a good cause.
- Re-engineering of Brand Marketing, Larry Koffler, Executive Vice President, Edelman Business + Social Purpose
- Introducing Good Purpose 2012, Carol Cone, Global Practice Chair, Edelman Business + Social Purpose
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