Good Purpose

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I’m about a week late with this, so you may have seen it before. It’s a huge new Edelman study (not quite, but almost global) on people, brands and good causes. There’s a cool microsite here with some nice interviews with brand owners on the subject. Here’s a collection of factoids it reveals with the usual obvious health warning that what people say and what they do is sometimes a little different:

  • We 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, people 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%) say they are more involved in social causes than they were two years ago.
    • 56% are currently involved in supporting a good cause. On average, people are involved, either directly or through a member of their families, in more than two social or environmental causes.
    • Areas of greatest concern 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%).
  • We prefer brands that help make a difference.
    • 57% 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 peoples’ decision (41%), ahead of design and innovation (32%) and the loyalty to the brand (26%).
  • People are ready to engage with brands on good causes.
    • 70% of 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 (as someone who has spent too much time in focus groups . . . . this number needs tobe taken with a pinch of salt . . but it is a big number).
  • Brands have an opportunity to reach people 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 people with their work in social purpose and make a bigger impact on issues that matter to them.

    • Worldwide, only 39% are aware of any brands that actively support good causes through their products or services.
    • Brands need to help people 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% 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.

    • Led by Brazil at 63%, the number of people in developing countries like India (42%) and China (32%) who are more involved in good causes today than they were two years ago is comparable to those in developed countries (U.S. – 40%, Italy – 38%, Canada – 36%, and the U.K. – 33%). It’s no longer a rich country only preserve.
    • In traditionally Catholic countries like Italy or Brazil, the Dalai Lama inspired more consumers to good causes than the Pope, whereas in Japan, with its Buddhist heritage, the Pope was more inspiring for good causes than the Dalai Lama. This is my favourite stat!
    • When people talked about reasons why they were not more involved with good causes, developed countries such as United States (59%), Germany (58%) and United Kingdom (48%) said there was not enough money, whereas in less wealthy countries such as Brazil (79%), Italy (64%) and China (61%), consumers said that lack of time more than money was a barrier.

[Tags] Edelman, Good Purpose, CSR, Social Causes, Social Action [/tags]

Categories Technology

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