Edelman

Welcome to the third wave of goodpurpose, Edelman’s brand of social purpose marketing. We are dedicated to helping brands develop and activate campaigns that trigger mutual social responsibility – brands and consumers working together to effect positive social change – and return on involvement – a new metric that looks at participation and involvement as true loyalty builders. Examples (Edelman and non-Edelman) run the gamut from the Avonmore ‘Big Picnic for Barretstown’ campaign and the Dove Self Esteem Fund to Pedigree’s Dog Adoption Drive.

Despite the current economic climate, our study shows that social purpose is still of deep interest to the public and expectations of company and brand involvement remains unwavering. In fact the percentage of consumers willing to promote a brand if there is a good cause behind them has jumped from 53% in 2008 to 62% in 2010. Furthermore consumers increasingly feel more empowered to personally support good causes rather than expecting government to act on their behalf.

Key findings from the latest study include:

• Sixty-nine percent of consumers globally believe corporations are in a uniquely powerful position to make a positive impact on good causes—as high as 80 percent in the U.S. and 82 percent in Mexico.
• Nearly two-thirds of global respondents (64 percent) believe it is no longer enough for corporations to give money; they must integrate good causes into their everyday business.
• Seventy percent of global consumers say that a company with fair prices that gives back is more likely to get their business than a company that offers deep discounts and doesn’t give back.
• Globally, food and beverage tops the list of industries considered the most involved in good causes, virtually tied with media and healthcare providers.
• “Protecting the environment” ranks as the no. 1 cause that global consumers care about, followed by ‘improving the quality of healthcare’.
• Globally, 71 percent of consumers believe that projects that protect and sustain the environment can help grow the economy—with even higher numbers for China, Mexico, India, Brazil, and the U.S (87, 81, 81, 79, and 75 percent, respectively).

At a time when consumer citizens are demanding more action and citizen brands are recognising their larger role in society at large, the meaning of marketing raises some compelling questions and the search for some creative solutions. Making the connection between trust, social purpose, profit and public engagement is one of many starting points.

You can view more about this year’s study in the following video:

Or read more about goodpurpose below:

Additionally you can visit the Edelman’s dedicated goodpurpose website  here.