Some 85% of consumers around the world are willing to change the brands they buy or their consumption habits to make tomorrow’s world a better place, and over half (55%) would help a brand “promote” a product if a good cause were behind it, according to a nine-country survey of consumers.
Also, 88% of consumers said it is their duty to contribute to a better society and environment. Among all respondents, “helping others and contributing to the community” was cited as the second-most important source of personal contentment, after “spending time with family and friends.”
“We see a new phenomenon emerging called ‘Mutual Social Responsibility,’ where consumers and the brands they interact with every day take a mutual interest in and a mutual responsibility for being good citizens,” said Mitch Markson, president of Edelman’s Global Consumer Brands practice and founder of goodpurpose.
He added: “Worldwide, only 39% of consumers are aware of any brands that actively support good causes through their products or services. With 56% of consumers more likely to recommend a brand that supports a good cause than one that does not, it’s clear that if brands align themselves with a good purpose that consumers care about, they will strike a meaningful chord.”
The following are among the highlights of the study findings:
Consumers care about social action
Consumers prefer brands that help make a difference
Consumers are ready to engage with brands in “Mutual Social Responsibility”
Brands have an opportunity to reach consumers through social purpose
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.
Interest in social purpose and action across developed and developing countries varies in unexpected ways
About the study: For the goodpurpose Consumer Study, StrategyOne conducted 5,609 interviews across nine countries September – October 2007. The study was an online survey of consumers, nationally representative of each of the country populations. For India and China survey was conducted as face to face and CATI respectively. Sample sizes per country: US = 1,004, China = 1,000, UK = 582, Germany = 510, Brazil =505, Italy = 501, Japan = 503, India = 500, Canada = 505.
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