1. Global
Winter 08
Mutually Beneficial Marketing
why businesses and brands need a good purpose
2nd Annual goodpurpose study inside

2. And its more important than ever to put
meaning into marketing
 Only 25 % of people find contentment
from the shopping experience*
- Recessionary times call for more
substance
 Over 83 % of consumers are willing to
change consumption habits to make
tomorrow’s world a better place*
 63% of consumers think brands spend
too much on marketing/advertising
and should put more into a good
cause*
*Source: Edelman GP global study 2008

3. Recession: The 800lb Gorilla in the room
On global level….
 Globally (80%) of consumers feel that during a recession, it is still important for
brands and companies to set aside money for social purpose
 Women are more likely than men to agree that “during a recession it is still
important for brands and companies to set aside money for a good cause or
purpose” (82% v 78%) and that “if a company has to cut its costs during a
recession it should not stop giving to good causes” (75% v 70%).
 (68%) of consumers say that in a recession, they would remain loyal to a
brand if they support a good cause
 (55%) of consumers say that in a recession, they will buy from brands that
support a good cause even if it is not the cheapest brand
 Nearly one in two consumers say that the economic downturn has made no
difference in their support of a good cause
Source: New findings from the Edelman goodpurpose 2nd annual study

4. A changing & evolving social business
landscape
 Consumers move from viewers to
collaborators and want to be engaged
more than ever before
 Consumer citizens & citizen brands
emerge
 Interest in social purpose works across
all demographics: children, millenials,
boomers, women especially
 Social purpose is now a popular culture
force to be reckoned with

5. Why goodpurpose now?
media, websites committed to
purpose
 Good Magazine “is for people who give
a damn. it’s an entertaining magazine
about things that matter”
 New Consumer, oneworld.net,
stylewillsaveus.com, utopia.de,
lohas.de, newethics.com
changex.de
 sublime is the first international ethical
lifestyle magazine, partnering
aesthetics & ethics
 CNN impact your world
 lifegate.it, peopleplanetprofit.nl, ivyworld.de
 Causecast, facebook, socialvibe
A new contemporary, more engaging
way to look at social purpose marketing

6. Evidence of social purpose abounds

7. Evidence of Social purpose abounds

8. MSR Brand Example

9. Meet the Purpose Purveyors
Philanthropists Campaigners Consumers
“People like me”
Matt
Bill &
Damon
Melinda
Gates Millennials
George
Clooney
Bono
Tony Blair Women
Oprah Al Gore
Winfrey Moms
Bill
Brad Pitt & Clinton
Angelina
Jolie Children
Kofi
Annan
Richard
Branson Muhammad Boomers
Yunus

10. Edelman presents
helping brands and companies put purpose
closer to their core proposition
People and brands working together to take
action and effect positive social change for
mutual benefit
A mutual social responsibility initiative

11. social areas
cross cultural understanding/diversity
education, arts & culture
environment
human rights/civil rights
personal & public health
poverty & hunger
self esteem/self worth
 animal rights & protection

12. 2nd Annual Global
Consumer Study
October 2008
Canada
500 France
500
UK
500 Germany
500 China
USA Japan
Italy 1,000
1,000 500
500
India
500
Brazil
500
StrategyOne surveyed 6,000+ consumers across ten countries, aged 18-64

13. Consumers are more involved than ever
in social purpose
Consumers want to make a difference
& prefer brands that do!
 Globally, nearly 9 in 10 consumers (87%) feel it is their duty
to contribute to a better society and the environment
 82% of consumers globally say they can personally make a
difference by supporting good causes
 83% of consumers are willing to
change consumption habits to
make tomorrow's world a better
place
 76% of consumers globally like to
buy from brands that make a
donation to worthy causes!

14. How much do you personally care
about?…
Protecting the environment 88%
Improving quality of health/healthcare 86%
Reducing poverty 84%
Equal opportunity to education 82%
Supporting human and civil rights 80%
Building understanding/respect for other
cultures
75%
Fighting HIV/AIDS 73%
Helping to raise people's self esteem 72%
Supporting the creative arts 63%
Base: 6,048

15. Does social purpose beat brand design
and innovation?
 Make money and do good
too! 58% of consumers
globally are fine with
brands that support good
causes and make money
 55% globally say they
would be prepared to pay
more for a brand in a
recession that supports a
good cause they believe in
 When choosing between two brands of similar quality & price,
a social purpose is what would most affect consumer
decisions, globally (42%), ahead of design & innovation (30%)
and brand loyalty (27%).

16. Globally, consumers will pay more for &
evangelize good cause brands
 Over half of consumers
globally would help a brand
promote its products if there
was a good cause behind it
 Globally, 52% are more
likely to recommend a
brand that supports a good
cause than one that does
not
 Nearly seven in 10 globally
(69%) would be prepared
to pay more for eco-
friendly products

17. Brands weighing in
many different ways…