Professional Documents
Culture Documents
TAKES FLIGHT
How companies, brands and consumers are elevating social
purpose to build trust, good business and shared interests
New findings from the Year-3 (2009) Edelman goodpurpose study
MOMENTUM GROWING FROM ALL CORNERS
Working
Together
Higher expectations: Companies, to contribute to Consumers desire to give more.
Brands & Government the greater comPASSION & community
social good
Survey says…
© 2008 by CRASH:candy
http://www.flickr.com/photos/crash-candy/2299508056
3RD ANNUAL GLOBAL CONSUMER STUDY
OCTOBER 2009
CHINA UK
1000 500
JAPAN FRANCE
500 500
CANADA GERMANY
500 500
U.S. ITALY
1000 500
BRAZIL INDIA
500 500
68% of consumers globally are fine with brands that support good causes and
make money too
100%
80%
80%
68% 67% 66% 64% 60%
60%
40%
20%
0
Global U.S. U.K. Italy Germany France
A NEW VALUE PROPOSITION: CONSISTENT FOR 2-YEARS RUNNING
PRICE
ENVIRONMENT
SOCIAL PURPOSE
GOOD REPUTATION
If cost were not a factor, which of the following would you prefer to have?
A Luxury Car
A Large Home
A Hybrid Car
33% An Environmentally
30%
67% Friendly Home
70%
SOCIAL PURPOSE IS THE NEW SOCIAL STATUS
If cost were not a factor, which of the following items would you prefer to have?
Designer brand (31%) vs. a brand that supports the livelihood of local producers (69%):
56% of
respondents
desire a job
that allows 31%
them to give
44%
back to society 56%
vs. 44% who 69%
value personal
achievement
success more
SOCIAL PURPOSE IS THE NEW SOCIAL STATUS
80%
60%
52%
40%
20%
12% 9% 8% 7%
0
Government Corporations Charities People like me NGO’s
COMPANIES EXPECTED TO DO MORE….
63% of consumers want brands to make it easier for them to make a positive
difference in the world
Two out of three people (67%) would switch brands if a different brand of
similar quality supported a good cause
0
2008 Awareness 2009 Awareness
OVERCOMING OBSTACLES…
Global recession
31% of people are more involved in good causes than a year ago
56% of people have tried to do more to support good causes in the past year
because charities and other non-profit organizations have suffered in this
economic environment
BRANDS ARE PROVIDING PEOPLE WITH AN OPPORTUNITY TO CONTINUE GIVING
Are willing to change their consumption habits if it can help make tomorrow’s
world a better place to live (83%)
Believe supporting a good cause makes them feel better about themselves (82%)
MOTIVATIONS BEHIND SUPPORTING A GOOD CAUSE
comPASSION
CHANGING LANDSCAPE:
NEW TERMS AND APPROACHES
PUSH THE RESET BUTTON…
WIDGET CO.
CSR WAS ALL ABOUT BRAND MARKETING WAS
ALL ABOUT
Effective messages to
external stakeholders Building brand/product
like NGOs awareness and preference
with consumers – based on
Defending the relevant brand positioning
corporation,
earning trust Communicating brand DNA
goodpurpose =
Helping brands and
companies put purpose
closer to their core proposition
Engage Public
Ownable Idea
Mutual
Social
Responsibility
Purpose Driven
Build Mutual Trust &
Mutual Benefit
Build brand loyalty / Sustain
Relationship
ROI metric: conversation, interaction, co-creation, involvement, membership, brand loyalty, purchase and re-purchase
BRANDS ARE STEPPING IN AND STEPPING IT UP
BRANDS AND COMPANIES WEIGHING IN MANY DIFFERENT WAYS…
FIVE KEY CONCLUSIONS