Posted by: sClarke | 07/02/2009

Consumers Would Buy to Change the World

I found something interesting that marketers may want to check into.  According to a study released by Edelman found that 85% of consumers worldwide are willing to change the brands they buy or their consumption habits to make tomorrow a better place.  Also, 55% would help to promote a brand is there were a good cause behind it.

looking_down_on_earth

Eighty-eight percent of consumers said it is their duty to contribute to a better society and environment. Among all respondents, the first source of personal contentment was “spending time with family and friends” followed by “helping others and contributing to the community.”  This study was launched with Edelman’s goodpurpose, a consultancy dedicated to helping brands explore putting social action closer to the center of their brand proposition.

“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.” — Mitch Markson, president of Edelman’s Global Consumer Brands practice and founder of goodpurpose.

Globally, only 39% of consumers are aware of any brands that actively support worthy causes via their products/services.  Also, it’s impressive that 56% of consumers are more likely to recommend a brand that supports a good cause over one that does not.  If brands clearly position themselves as a worthy cause supporter that resonates with consumers then it will hit home harder.  Word of mouth advertising is the most credible source of information when it comes to learning about brands that supports good causes.

edelman-goodpurpose-awareness-of-brands-supporting-good-causes

These are some highlights of the findings:

  • In eight of nine countries surveyed, more than 50 percent (and up to 70 percent) of consumers say they are more involved in social causes than they were two years ago.
  • 56 percent of consumers are involved in supporting a good cause. On average, consumers are involved, either directly or through a member of their families, in more than two social or environmental causes.
  • Areas of greatest concern among consumers include “protecting the environment” (92 percent); “enabling everyone to live a healthy life” (90 percent); “reducing poverty” (89 percent); “equal opportunity to education” (89 percent); “fighting HIV/AIDS” (83 percent); “building understanding/respect for other cultures” (82 percent); “helping to raise people’s self-esteem” (77 percent); and “supporting the creative arts” (69 percent).

edelman-goodpurpose-what-consumers-care-about

  • 70 percent 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 percent) would be prepared to pay more for environmentally friendly products.

Consumers Want Green Action from Brands, Businesses

Marketers Admonished to Avoid ‘Green Trap’

Could green marketing become a new form of emerging media?

Any thoughts?

Shannon

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