The 2010 Edelman goodpurpose® study is the firm’s fourth annual global study that explores consumer attitudes around social Purpose, including their commitment to specific social issues and their expectations of brands and corporations. The survey was conducted by StrategyOne and consisted of 20 minute interviews in 13 countries among 7,259 adults. Online interviews were conducted in Brazil, Canada, France, Germany, Italy, Japan, Mexico, The Netherlands, UAE, the United Kingdom and the United States. Face-to-face interviews were conducted in China and India. The study is representative of the country population, except in UAE, where it is representative of the online population.
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Global Findings: 2010 Edelman goodpurpose® Study
1. Citizens Engage! Edelman goodpurpose® Study 2010
FOURTH ANNUAL GLOBAL CONSUMER SURVEY
2. “We Make a Living
By What We Get,
But We Make a Life
By What We Give”
Winston Churchill
3. THE RISE OF GLOBAL CITIZENSHIP
Social media
86% of global consumers continues to drive
believe that business needs to social purpose
place at least equal weight on
society’s interests as on business’
interests. A Purpose “Reset”
Edelman 2010 goodpurpose® Study
Global issues are Emerging markets
local concerns take the lead
Q33. (Equal weight + more weight on society’s interests) Global (excludes UAE)
4. THE RISE OF THE “CITIZEN CONSUMER”
Global citizens unite
around disaster in Haiti in
unprecedented numbers
COP 15 Copenhagen Summit
considered a failure
Outpouring of support for Citizen journalism
local communities affected spreads support
by BP crisis for Iran
5. STITCH TOMORROW – PHILIPPINES
"Stitch Tomorrow would
provide underprivileged
teens with the resources,
capital and education to
start their own fashion
lines and sustainable
source of income, using
recycled materials found
in their local
neighborhoods and
villages."
Carmina Mancenon Social Entrepreneur
Philippines Age 16
7. GOVERNMENTS RESPOND
UK Tories launch big society
India’s Parliament introduces Bill to
require largest companies to donate 2%
of their net profits to CSR activities.
8. BUSINESS PUTS PURPOSE OUT FRONT
Performance with Purpose
“Our belief that our financial
success — Performance —
must go hand-in-hand with our
social and environmental
responsibilities — our Purpose.”
Indra Nooyi
Chairman &
CEO, PepsiCo.
9. “As businesses, we have a responsibility to
society. Let me be clear about this point. There is
no conflict between delivering value to
shareholders and helping solve bigger societal
problems.”
-H. Lee Scott Jr., Walmart Chairman and Former CEO
National Retail Federation
January 12, 2009
10. A PURPOSE “RESET”?
BACK TO BASICS?: Jobs and economic development
Will marketing
Can purpose change from
selling more widgets
drive profit? to providing more
substance?
guynameddave.com/
100-thing-challenge
Is less Is purpose becoming institutionalized
now more? across corporate and marketing
spectrum?
11. WHAT CONSUMERS HAVE TO SAY… FOURTH ANNUAL
GLOBAL CONSUMER STUDY
2010
US
1000
CANADA CHINA
500 1000
MEXICO INDIA
500 500
BRAZIL JAPAN
500 500
UK UAE
500 250
FRANCE GERMANY
500 500
NETHERLANDS ITALY
500 500
StrategyOne surveyed 7,000+ consumers across 13 countries, aged 18-64
12. WHAT CAUSES DO GLOBAL CONSUMERS CARE ABOUT THIS YEAR?
Q6. (Top 2 Box, Care) Global (excludes UAE)
14. FOUR STORIES EMERGE FROM OUR STUDY
EMERGING MARKETS TAKE THE LEAD THE FIFTH P OF MARKETING IS PURPOSE
CONSUMER ACTIONISM GREEN AS ECONOMIC LEVER
15. EMERGING MARKETS TAKE THE LEAD
Citizens in the world’s fastest growing markets – China, India, Brazil,
Mexico – have outpaced their peers as most engaged in supporting good
causes.
16. CONSUMERS IN EMERGING MARKETS VOLUNTEER MORE TIME
“I volunteer I volunteer
once a week” I volunteer
26% Brazil once a week every 6-12 months
Brazil: 26% US: 14%
Mexico: 19% France: 13%
I volunteer
once a month
Q11. On average, how often do you give your time or volunteer in support of a good cause? (Once a week; Once a month; NET: Every 6-12 months)
17. EMERGING MARKETS FEEL MORE INVOLVED
I feel I am more involved
in good causes now than I
was a year ago.
Brazil: 64%
Mexico: 68%
VOLUNTEERS IN BRAZIL
Q9. More Involved (Net)
18. “CONSUMERS IN BRAZIL,
CHINA, INDIA AND MEXICO ARE
MORE LIKELY TO PURCHASE
AND PROMOTE BRANDS THAT
SUPPORT GOOD CAUSES,
OUTPACING THEIR PEERS IN
THE WEST.”
19. EMERGING MARKETS ARE MOST WILLING TO BUY BRANDS THAT SUPPORT
GOOD CAUSES
Consumers who
buy a brand that
supports a good
cause at least
every twelve
months.
Q20. (Net: at least every twelve months)
20. EMERGING MARKETS TAKE ACTION TO SUPPORT SOCIAL PURPOSE BRANDS
INDIA
78% “I would switch brands if a different
GLOBAL brand of similar quality supported a
62%
good cause.”
CHINA
77% “I am more likely to recommend a
GLOBAL brand that supports a good cause
62% than one that doesn’t.”
More than 7 in 10 consumers
in the emerging markets BRAZIL
80% “I would help a brand to promote
would take action to support GLOBAL their products or services if there is a
61%
social purpose brands. good cause behind them.”
Q16. (Top 2 box, Agree)
21. EMERGING MARKETS EXPECT BRAND INVOLVEMENT IN GOOD CAUSES
“I have more trust
in a brand that is
ethically and
socially
responsible.”
Brazil: 81%
China: 78%
8 in 10 consumers in the India, Mexico: 78%
China, Mexico and Brazil expect India: 77%
brands to donate a portion of their Global: 65%
profits to support a good cause.
Q17. & Q16. (Top 2 box, Agree)
22. THE FIFTH “P” OF MARKETING IS PURPOSE
The age-old marketing mix of Product, Price, Place and Promotion are
now joined by a fifth “P”…Purpose.
23. GLOBALLY, SOCIAL PURPOSE REMAINS KEY PURCHASE MOTIVATOR
When choosing between two
brands of equal quality and
price…
Social purpose continues to rank
as the number one deciding factor
for global consumers above
design, innovation and brand
loyalty.
Q23. (First ranked response) Global (excludes UAE)
24. Willing to pay 5% more
CONSUMERS WILLING TO PAY MORE FOR A CAUSE
Wiling to pay 10% more
56%
51% 51%
45% 47%
41%
Beverage Clothing Appliance
Q24A-Q26B. (Split sample) Global (excludes UAE)
25. CONSUMERS TAKE ACTION TO SUPPORT COMPANIES WITH PURPOSE
66%
BUY its products or services
66%
RECOMMEND its products or services
64%
SHARE positive opinions and experiences
Q39-44. (Top 2 box, Likely) Global (excludes UAE)
26. THE BIG REWARD FROM GLOBAL CONSUMERS
62% would switch brands if a
different brand of similar quality
supported a good cause.
Q16. (Top 2 box, Agree) Global (excludes UAE)
27. CONSUMER WILLINGNESS TO PROMOTE BRANDS WITH A CAUSE JUMPS
“I would help a brand to promote their
products or services if there is a good
cause behind them.”
+9
GAP RED
Q16. [TRACKING] (Top 2 Box, Agree) Global (excludes Mexico, the Netherlands, UAE)
28. … BUT ALSO WILLING TO PUNISH
Q45-49. (Top 2 box, Likely) Global (excludes UAE)
29. CONSUMERS EXPECT PURPOSE INGRAINED INTO THE MARKETING MIX
68% agree brands should promote good causes
through advertising to help raise public awareness
67% expect brands to donate a portion of their
profits to support a good cause
Q17. (Top 2 box, Agree) Global (excludes UAE)
30. “WHICH BRAND OR BRANDS COME TO MIND AS PLACING AS MUCH OR MORE
IMPORTANCE ON SUPPORTING A GOOD CAUSE AS THEY PLACE ON PROFITS?”
Global consumers respond on an unaided basis:
US Canada UK France Germany Italy Netherlands
Pepsi McDonald’s Fair Trade Danone Krombacher Coop Max Havelaar
Newman’s Own Dove Oxfam Nestle Pampers Nike Fair Trade
Nike Tim Horton’s Tesco Max Havelaar Fair Trade Barilla Nike
Tide Dawn Traidcraft Carrefour Addidas Altromercato Addidas
Brazil Mexico China India Japan UAE
Natura Danone Nongfu Spring Tide Volvic McDonald’s
Ypê Coca Cola Wanglaoji Ariel Suntory Panasonic
Nestle Bimbo Mengiu Milk Tata Sony Tata
Omo Nestle Yili Colgate Toyota UNICEF
Q15. (Open ended response)
31. CONSUMER ACTIONISM
Consumers want to work alongside brands and corporations to
develop the best ideas for solving the world’s problems, then tackle
them head on.
32. INVOLVEMENT WITH GOOD CAUSES STRONG: SIGN OF CONSUMER ACTIONISM
56% of consumers are
involved in good causes…
One-third believe they are
more involved in good
causes now than they
were one year ago
Q8., Q9. (NET: More involved) Global (excludes UAE)
33. CONSUMERS FEEL MORE EMPOWERED TO SUPPORT GOOD CAUSES
Which one of the following entities do you think should be doing the most to
support good causes?
-10
+5
Q7. [TRACKING] Global (excludes Mexico, the Netherlands, UAE)
34. CONSUMERS WANT TO PARTNER WITH BRANDS
71% believe brands and
consumers could do more to
support good causes by
working together
63% want brands to make it
easier for them to make a
positive difference
Q17. & Q16. (Top 2 Box, Agree) Global (excludes UAE)
35. CONSUMERS EXPECT CORPORATIONS TO INVEST IN PURPOSE
64% believe it is no longer enough
for corporations to give money;
they must integrate good causes
into their everyday business
61% have a better opinion of
corporations that integrate good
causes into business, regardless of
Q32. (Top 2 Box, Agree) Global (excludes UAE)
why they do so
36. GREEN AS ECONOMIC LEVER
Citizens believe that sustaining the environment can help grow the
economy.
37. “GREEN IS GREEN”
71% of global consumers
believe projects that protect
and sustain the environment
can help grow the economy
Demand highest in emerging
markets and US.
Q57. (Top 2 Box, Agree) Global (excludes UAE)
38. GOVERNMENT AND CORPORATIONS MUST PLAY ROLE
72% expect corporations
to take actions to
preserve and sustain the
environment
73% agree government
and business need to
work together more
closely to ensure the
environment is protected
Q32. & Q57. (Top 2 Box, Agree), Global (excludes UAE)
39. PUBLIC SUPPORT FOR ENVIRONMENTAL LEGISLATION IS STRONG
64% would support legislation that requires
corporations to meet certain environmental
standards even if it would negatively impact a
corporation’s profits
62% would support legislation that requires
government to fund partnerships between public
and private organizations to help protect the
environment
Q57. (Top 2 Box, Agree) Global (excludes UAE)
40. NEW SOCIAL PURPOSE ACTIVATORS
ammado connects nonprofits, socially
responsible companies and engaged “Mother Nature Network TakePart is an independent online
individuals and supplies the tools WorldShares allows members to community that connects its
necessary to support online earn credits by using the site members directly to the issues that
campaigning, fundraising, and turn those credits into real inspire them to engage, contribute
engagement and communication. donations for not-for-profits. and take action.
41. CONTENT DRIVING PURPOSE, TOO
betterplace links companies
and individuals with good
purpose projects; they sent
flipcams to participating
organizations and held a
video contest.
The Good Pitch holds roundtable
discussions all over the world and
connects brands and companies
with documentary film directors
IMAGE hoping to produce films with a
good purpose.
42. FOUR YEARS IN, WE’RE LEARNING…
After quality and price, purpose trumps
design, innovation and brand loyalty
Consumers consistently recommend, promote
and buy brands with a social purpose
There is no one “killer-cause” …
there are many
Profit and purpose are no longer strange
bedfellows
44. SO, HOW CAN YOU ENGAGE?
Helping brands and companies
integrate purpose into their core business
proposition and marketing efforts.
45. THE GOODPURPOSE POINT OF VIEW
People, companies, and brands working together
“MUTUAL SOCIAL
APPLY RESPONSIBILITY”
to take action and effect positive social change for
mutual benefit
YOUR BUSINESS PURPOSE TO Identify your social issue, and ownable,
MATCH A HIGHER SOCIAL PURPOSE galvanizing idea
Foster a deeper emotional connection and
ENGAGE YOUR PUBLIC develop sustainable brand loyalty
“RETURN ON Conversation, Participation, Membership,
MEASURE INVOLVEMENT” Purchase, Repurchase
46. “BE THE CHANGE YOU WANT TO SEE IN THE WORLD.”
MAHATMA GANDHI
“BE THE CHANGE YOU WISH TO SEE IN THE WORLD.”
MAHATMA GANDHI