 Nov. 19, 2008 - Nearly seven in ten consumers say they would remain loyal to a brand during a recession if it supports a good cause, according to Edelman's latest GoodPurpose survey of consumers worldwide.
Forty-two percent of survey respondents say that if two products are of the same quality and price, commitment to a social purpose trumps factors like design, innovation, and brand loyalty when choosing one brand over the other. Three-quarters (76%) say they like to buy brands that make a donation to worthy causes, and 83% are willing to change their own consumption habits "to help make tomorrow’s world a better place."
Despite consumer interest, the study shows that brands need to better communicate their social responsibility activity. Only 33% of consumers are aware of a brand that actively supports a good cause, and 63% say brands spend too much money on advertising or marketing and should put more into a good cause.
But consumers are willing to go out of their way to support those brands that do successfully communicate their commitment to corporate citizenship. Half (52%) of consumers globally are more likely to recommend a socially conscious brand, and 54% would help a brand promote a product if there was a good cause behind it.
"Clearly, putting meaning in marketing is more important than ever," says Mitch Markson, global creative director at Edelman. "These findings present brands with an opportunity to engage in mutual social responsibility — brands and consumers working together to effect positive social change for mutual benefit. When a brand acts as a citizen brand, contributing to community and society beyond its functional benefits, doing good can translate to doing well and the brand can forge a stronger emotional bond with its consumers."
Edelman has even coined a new metric, called "return on involvement," to assess companies' social participation and involvement as builders of brand loyalty.
The environment remains the top social cause (88%) consumers care about, followed closely by health (86%), poverty (84%), and education (82%).
To download a presentation on the study, click here. |
