the first Edelman goodpurpose study

The results of the first global Edelman goodpurpose study tell us that social purpose as a marketing imperative has global consumer appeal and can help brands build deeper relationships. The study shows that 85% of consumers are willing to change brands or their consumption habits to make tomorrow's world a better place.

study highlights

Across nine countries, 5600 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 more involved than ever in social action

2) Consumers prefer brands that help make a difference

3) Consumers are ready to engage with brands in Mutual Social Responsibility

4) Brands have an opportunity to reach consumers through social purpose

5) Word of mouth is the most credible source of information about brands that support good causes

83% of consumers say they can personally make a difference by supporting social causes


 

 

1. Consumers are more involved than ever in social action.

  • 88% of consumers surveyed feel it is their duty to contribute to a better society and environment, and 83% say they can personally make a difference.
  • Globally, "helping others and contributing to the community" is second only to "spending time with family and friends" as sources of consumer contentment.

Question: Do you feel you are more or less involved in good causes now than you were two years ago? (1.1)

  • 56% of consumers are currently involved in supporting a good cause. On average, consumers are involved, either directly or through a member of their family, in more than two social or environmental causes. In Brazil, people are involved in supporting more than four causes.

Question: How much do you personally care about...? (1.2)


 

2. 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, and 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%).
  • 67% of consumers would rather see brands spend more money on good causes and feel that too much money is spent on advertising and marketing.

3. Consumers are ready to engage with brands in Mutual Social Responsibility.

  • Mutual Social Responsibility: when consumers and the brands act together to affect positive social change.
  • 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.
  • Over half of consumers (55%) would help a brand promote a product if there was a good cause behind it, and 56% are more likely to recommend a brand that supports a good cause than one that does not.

4. Brands have an opportunity to reach consumers through social purpose.

  • Brands need to help consumers find easy solutions for getting more involved, as time (for 52% of consumers) and money (for 41%) are considered to be the main barriers.
  • Consumer awareness of brands that support good causes 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.

Question: Are you aware of any brands that actively support good causes through their products/services? (4.1)


 

5. 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.