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More stats on brands and social marketing

Thanks for this email from Arabella at Edelman after my previous post,

I thought readers might find these new stats useful:

“I read with interest your blogpost today, Brands and CSR: Some Examples and Numbers.

In addition to Edelman’s Trust Barometer, I thought you might be interested in new research we launched last week – the 3rd annual goodpurpose study which surveys consumer attitudes to social purpose and brands in 10 countries.

This year’s findings show that consumers are putting pressure on themselves but also on brands and companies when it comes to social commitments:

* 55% are looking to brands to make it easier for them to make a difference

* 58% think business decisions should place equal weight on the interests of society and business

* 77% are willing to change their consumption habits if it makes the world a better place

* 83% would prefer a brand that supports the livelihood of local producers over a designer brand (17%)

* 63% would prefer to drive a hybrid car over a luxury car (38%)

* As consumer values evolve, so do business opportunities: 58% would switch brands if another brand of similar quality supported a good cause; and 50% would recommend a brand that supports a good cause.

These are just some of the key UK findings. The more comprehensive global results can be found here: http://www.goodpurposecommunity.com

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