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U.S. Consumers Feel Most Responsible to Help, Yet Involvement in Societal Issues Declines for the First Time; Look to Marketers to Bridge the Gap
Five Years of Data Reveals Purpose to Be a Driving Force Behind the Reengineering of Brand Marketing Around the World, 2012 Edelman goodpurpose Study Finds
April 26, 2012, NEW YORK, NY Consumers in the U.S. are scaling back their participation in societal issues more than their peers throughout the world, according to the 2012 Edelman goodpurpose study. With 82 percent of U.S. consumers affected by the economic downturn, the percentage of consumers involved in a cause dropped from 60 percent to 53 percent between 2010 and 2012, the only decline among the 16 countries surveyed. Yet, for the first time ever, the U.S. was the only country to believe the responsibility of tackling societys issues falls most heavily on the shoulders of people like me (35 percent) and not government (22 percent). The tension of this paradox spells significant opportunity for marketers. While U.S. consumers currently have less time and money to put towards societal issues, they still feel theyre most responsible to help, said Carol Cone, global practice chair, Business + Social Purpose, Edelman. Brands and corporations can ease the burden for consumers by making involvement in social issues easier and more aligned with the core needs they face today jobs, hunger, education and healthcare. Despite the declining involvement in the U.S., Purpose remains a deeply held belief around the globe that is driving consumer behavior and preference. When quality and price of a product are deemed equal, social purpose has consistently been the leading purchase trigger for global consumers since 2008, muscling design and innovation and brand loyalty aside. Over those years, the relevance of Purpose as a purchase factor has risen 26 percent globally. Growth has been even more prominent over the last 18 months in markets such as Japan (+100 percent), China (+79 percent), Netherlands (+43 percent), India (+43 percent), and Germany (+36 percent). Brands aligning themselves with causes are not only securing more consumer consideration, but are also earning their dollars and support. Nearly half (47 percent) of consumers have bought a brand at least monthly that supports a cause, representing a 47 percent increase from 2010. Over the years, consumers have taken increased action on behalf of brands with Purpose: 39 percent increase in would recommend cause-related brands 34 percent increase in would promote cause-related brands 9 percent increase in would switch brands if a similar brand supported a good cause

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Its not the IF, its the HOW, said Jackie Cooper, global vice chair, Edelman Brand Properties. Purpose needs to become a core competency for leading brands and corporations. Companies need to build social equity into their brands, from product innovation, to employee engagement to marketing communications. The study found that consumers are calling for business leaders to genuinely embed Purpose into their 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 issues goodpurpose 2012 also reveals that Purposeful organizations who treat employees well, listen to customers and work to protect the environment drive not only future trust, but also future purchase intent. The New Purpose Bull Markets Consumers within Rapid Growth Economies (RGEs) the new Purpose Bull Marketssuch as China, Brazil, India, UAE, Indonesia, and Malaysia, unlike the U.S. and Western Europe, are fasttracking Purpose-driven involvement and support for Purpose-infused brands. Markets such as Brazil (+10 points) and China (+5 points) have seen significant increases since 2010 in the amount of people supporting a good cause. RGE consumers are more bullish on Purpose, in contrast to Purpose Bear Markets, such as the U.S. and Western Europe. And while 60 percent of individuals globally said they support a good cause, personal involvement in Purpose Bull Markets is markedly higher than in Purpose Bear Markets; 78 percent versus 48 percent, respectively. Bull Market consumers are flexing their Purpose muscle through actions such as sharing, donating and volunteering: Nearly two-thirds (63 percent) of Bull Market consumers donated money over the past year compared to 52 percent of Bear Market consumers 44 percent of Bull Market consumers volunteered in their local communities compared to only 23 percent of Bear Market consumers RGE consumers are also making Purpose purchases at a much more dramatic rate. Nearly twothirds (62 percent) in Purpose Bull Markets are purchasing Purpose-infused products at least once a month, compared to 37 percent in Purpose Bear Markets. Purpose, a brand or companys reason for being beyond profits, is now pervasive around the globe, said Cone. For Purpose-driven initiatives to gain their greatest impact, both business and social, they must be in line with larger socioeconomic trends and customized to meet the everchanging needs of consumers. To read the executive summary of the 2012 Edelman goodpurpose study, click here.

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About the 2012 Edelman goodpurpose study The 2012 Edelman goodpurpose study is the firms fifth annual global consumer study that explores consumer attitudes around social purpose, including their commitment to specific societal issues and their expectations of brands and corporations. The survey was conducted by StrategyOne in January and February of 2012 and consisted of online interviews in 16 countries among 8,000 adults. Five-hundred respondents were surveyed in each of the following markets: Belgium, Brazil, Canada, China, France, Germany, India, Indonesia, Italy, Japan, Malaysia, the Netherlands, Singapore, the United Arab Emirates, the United Kingdom and the United States. The margin of error is +/-1.1% for the full Global sample; +/-1.4% for the Global tracking sample; and +/4.4% for each countrys sample. For more information, visit