the second annual Edelman goodpurpose study
The results of the second annual Edelman goodpurpose study tell us that that across the globe people’s sense of commitment to helping others—and to brands and companies that share that commitment—remains strong. The study shows that 83% of consumers are willing to change their own consumption habits to help make tomorrow’s world a better place.
study highlights
Across ten countries, 6,000 consumers revealed their attitudes about social purpose, the actions they take on their personal beliefs, and the role of brands. Choose a key finding to read global top-line highlights of the study:
1) Consumers are looking for more meaning in marketing
2) During a recession, consumers still value brands' commitment to social purpose
3) New insights in 2008 include people's expectations about social action at home and from government
63% of consumers say brands spend too much money on advertising or marketing and should put more into a good cause
1. Consumers are looking for more meaning in marketing.
- 42% of consumers say “helping others and contributing to my community” brings them the strongest feelings of contentment, but only 25% of people gain contentment from the shopping experience.
- Three-quarters (76%) say they like to buy brands that make a donation to worthy causes.
- 63% of consumers say percent say brands spend too much money on advertising or marketing and should put more into a good cause.
2. During a recession, consumers still value brands' commitment to social purpose.
- 80% of consumers feel that during a recession, it is still important for brands and companies to set aside money for social purpose.
- Nearly seven in 10 (68%) consumers around the world say that during a recession they would remain loyal to a brand if it supports a good cause.
- 71% say that when they think about the economic downturn, they have either given the same or more time and money to good causes.
3. New insights in 2008 include people's expectations about social action at home and from government.
- Social purpose starts at home: two-thirds (65%) of people agree that it is becoming more unacceptable in their local community not to make some effort to show concern for our environment, and over a third (34%) say they have given most of their support to their local community.
- 61% of people globally say they have taken action because they were asked by their own or other people’s children.
- Consumers globally believe that government, more than any other entity, should take the lead in supporting three of their four priorities: equal opportunity for education (55%); health (46%) and reducing poverty (40%).
4. Consumers are more involved than ever in social action.
- Nearly 9 in 10 consumers (87%) feel it is their duty to contribute to a better society and the environment.
- 82% of consumers globally say they can personally make a difference by supporting good causes, and 83% of consumers are willing to change their own consumption habits to help make tomorrow’s world a better place.
- Environment remains the No.1 social cause consumers care about, followed closely by health, poverty and education.
5. Social purpose bests brand design and innovation.
- Consumers say that if two products are of the same quality and price, commitment to a social purpose (42%) trumps factors like design/innovation (30%) and brand loyalty (27%) when choosing one brand over the other.
- Half (52%) of consumers globally are more likely to recommend a brand that supports a good cause over one that does not, and 54% would help a brand promote a product if there was a good cause behind it.