“It’s not the IF, it’s the HOW,” said Jackie Cooper, global vice chair,
Edelman Brand Properties.
Purpose needs to become a core competency for leading brands and corporations. Companiesneed to build social equity into their brands, from product innovation, to employee engagement to
The study found that consumers are calling for business leaders to genuinely embed Purpose intotheir everyday operations:
56 percent believe CEOs need to create innovative products that are socially responsible
55 percent believe CEOs need to make a long-term commitment to address societal issues
55 percent believe CEOs need to publically support societal issues
52 percent believe CEOs need to motivate employees to take part in societal issuesgoodpurpose 2012 also reveals that Purposeful organizations who treat employees well, listen tocustomers and work to protect the environment drive not only future trust, but also future purchaseintent.
The New Purpose Bull Markets
Consumers within Rapid Growth Economies (RGEs)
the new Purpose
such asChina, Brazil, India, UAE, Indonesia, and Malaysia, unlike the U.S. and Western Europe, are fast-tracking Purpose-driven involvement and support for Purpose-infused brands. Markets such asBrazil (+10 points) and China (+5 points) have seen significant increases since 2010 in the amountof people supporting a good cause.RGE consumers are more bullish on Purpose
, in contrast to Purpose “Bear”
Markets, such as theU.S. and Western Europe. And while 60 percent of individuals globally said they support a goodcause, personal involvement in Purpose Bull Markets is markedly higher than in Purpose BearMarkets; 78 percent versus 48 percent, respectively. Bull Market consumers are flexing theirPurpose muscle through actions such as sharing, donating and volunteering:
Nearly two-thirds (63 percent) of Bull Market consumers donated money over the past yearcompared to 52 percent of Bear Market consumers
44 percent of Bull Market consumers volunteered in their local communities compared toonly 23 percent of Bear Market consumersRGE consumers are also making Purpose purchases at a much more dramatic rate. Nearly two-thirds (62 percent) in Purpose Bull Markets are purchasing Purpose-infused products at least once amonth, compared to 37 percent in Purpose Bear Markets.
“Purpose, a brand or company’s reason for being beyond profits, is now pervasive around theglobe,” said Cone. “For Purpose
-driven initiatives to gain their greatest impact, both business andsocial, they must be in line with larger socioeconomic trends and customized to meet the ever-
changing needs of consumers.”
To read the executive summary of the 2012 Edelman goodpurpose® study, click here.