Citizens Engage! Edelman goodpurpose® Study 2010
FOURTH ANNUAL GLOBAL CONSUMER SURVEY
THE RISE OF THE “CITIZEN CONSUMER”
COP 15 Copenhagen Summit
considered a failure
Outpouring of support for
local communiti...
Performance with Purpose
“Our belief that our financial
success — Performance —
must go hand-in-hand with our
social and e...
UK
500
FOURTH ANNUAL
GLOBAL CONSUMER STUDY
2010
FRANCE
500
GERMANY
500
ITALY
500
INDIA
500
CHINA
1000
JAPAN
500
CANADA
500...
EMERGING MARKETS TAKE THE LEAD
CONSUMER ACTIONISM GREEN AS ECONOMIC LEVER
FOUR STORIES EMERGE FROM OUR STUDY
THE FIFTH P O...
“CONSUMERS IN BRAZIL,
CHINA, INDIA AND MEXICO ARE
MORE LIKELY TO PURCHASE
AND PROMOTE BRANDS THAT
SUPPORT GOOD CAUSES,
OUT...
EMERGING MARKETS ARE MOST WILLING TO BUY BRANDS THAT SUPPORT
GOOD CAUSES
Consumers who
buy a brand that
supports a good
ca...
“I would help a brand to promote their products or services if there is a good
cause behind them.”
EMERGING MARKETS ARE MO...
Likely to buy products/services from a company that supports good causes
Q41. How likely would you be to do the following ...
INVOLVEMENT WITH GOOD CAUSES STRONG: SIGN OF CONSUMER ACTIONISM
Q8. Personal involvement
Q8. [TRACKING] Are you personally involved in supporting any good cause? Global (excludes Mexico, Netherlands, UAE) and 13...
EMERGING MARKETS TAKE ACTION TO SUPPORT SOCIAL PURPOSE BRANDS
“I am more likely to recommend a
brand that supports a good ...
EMERGING MARKETS EXPECT BRAND INVOLVEMENT IN GOOD CAUSES
“I have more trust
in a brand that is
ethically and
socially resp...
THE FIFTH “P” OF MARKETING IS PURPOSE
The age-old marketing mix of Product, Price, Place and Promotion are
now joined by a...
GLOBALLY, SOCIAL PURPOSE REMAINS KEY PURCHASE MOTIVATOR
When choosing between two
brands of equal quality and
price…
Socia...
CHINESE CONSUMERS WILLING TO PAY MORE FOR A CAUSE
Q24A-Q26B. (Split sample) China
Beverage Clothing Appliance
51%
Willing ...
CHINESE CONSUMERS TAKE ACTION TO SUPPORT COMPANIES WITH PURPOSE
BUY its products or services
RECOMMEND its products or ser...
73% OF CHINESE CONSUMERS COULD SWITCH BRANDS IF A DIFFERENT BRAND
OF SIMILAR QUALITY SUPPORTED A GOOD CAUSE.
Q16. (Top 2 b...
CONSUMER WILLINGNESS TO PROMOTE BRANDS WITH A CAUSE JUMPS
Q16. [TRACKING] (Top 2 Box, Agree) China
+ 21
“I would help a br...
… BUT ALSO WILLING TO PUNISH
Q45-49. (Top 2 box, Likely) Global (excludes UAE)
CONSUMERS EXPECT PURPOSE INGRAINED INTO THE MARKETING MIX
68% agree brands should promote good causes
through advertising ...
CONSUMER ACTIONISM
Consumers want to work alongside brands and corporations to
develop the best ideas for solving the worl...
Which one of the following entities do you think should be doing the most to
support good causes?
CONSUMERS FEEL MORE EMPO...
CHINESE CONSUMERS WANT TO PARTNER WITH BRANDS
78% believe brands and
consumers could do more to
support good causes by
wor...
GREEN AS ECONOMIC LEVER
Citizens believe that sustaining the environment can help repair
the economy.
ENVIRNOMENT, HEALTH KEY IN CHINA
Q6. (Top 2 Box, Care) China
76%
79%
86%
“GREEN IS GREEN”
71% of global consumers
believe projects that protect
and sustain the environment
can help grow the econo...
GOVERNMENT AND CORPORATIONS MUST PLAY ROLE
Q32. & Q57. (Top 2 Box, Agree), China
84% expect corporations
to take actions t...
74% of Chinese consumers would support
legislation that requires corporations to meet
certain environmental standards even...
FOUR YEARS OF GOOD PURPOSE, WE’RE LEARNING…
Purpose trumps design, innovation & loyalty
People promote and buy brands with...
Annual
journey to
support
Chinese
landmarks or
customs
programs in
need of
protection
Engagement:
Cultural experts,
media,...
“When BMW commits itself to
culture, it commits likewise, to the
sustainability of Chinese society,
and the well being of ...
CONTENT DRIVING PURPOSE, TOO
betterplace links companies
and individuals with good
purpose projects; they sent
flipcams to...
Helping brands and companies
integrate purpose into their core business
proposition and marketing efforts.
SO, HOW CAN YOU...
THE GOODPURPOSE POINT OF VIEW
APPLY
MATCH
ENGAGE
MEASURE
“MUTUAL SOCIAL
RESPONSIBILITY”
YOUR BUSINESS PURPOSE TO
A HIGHER ...
本善之心人皆有之,故需强本善之行
For more information, contact:
Steven Cao, Founder & CEO
Pegasus Communication
steven.cao@realpegasus.com...
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Goodpurpose 2010 Consumer Study

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Edelman's 2010 goodpurpose study reveals that consumers in emerging markets like China outpace their peers in the West as being most engaged in social good. The global consumer study explores consumer attitudes around social purpose, including their commitment to specific social issues and their expectations of brands and corporations.

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Goodpurpose 2010 Consumer Study

  1. 1. Citizens Engage! Edelman goodpurpose® Study 2010 FOURTH ANNUAL GLOBAL CONSUMER SURVEY
  2. 2. THE RISE OF THE “CITIZEN CONSUMER” COP 15 Copenhagen Summit considered a failure Outpouring of support for local communities affected by BP crisis Global citizens unite around disaster in Haiti in unprecedented numbers Chinese provide aid after natural disasters like the earthquakes in Wenchuan and Qinghai Province
  3. 3. 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. BUSINESS & GOVERNMENT PUTS PURPOSE OUT FRONT India’s Parliament introduces Bill to require largest companies to donate 2% of their net profits to CSR activities.
  4. 4. UK 500 FOURTH ANNUAL GLOBAL CONSUMER STUDY 2010 FRANCE 500 GERMANY 500 ITALY 500 INDIA 500 CHINA 1000 JAPAN 500 CANADA 500 MEXICO 500 BRAZIL 500 StrategyOne surveyed 7,000+ consumers across 13 countries, aged 18-64 UAE 250 NETHERLANDS 500 US 1000 WHAT CONSUMERS HAVE TO SAY…
  5. 5. EMERGING MARKETS TAKE THE LEAD CONSUMER ACTIONISM GREEN AS ECONOMIC LEVER FOUR STORIES EMERGE FROM OUR STUDY THE FIFTH P OF MARKETING IS PURPOSE
  6. 6. “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.”
  7. 7. 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)
  8. 8. “I would help a brand to promote their products or services if there is a good cause behind them.” EMERGING MARKETS ARE MORE LIKELY TO PROMOTE BRANDS THAT SUPPORT GOOD CAUSES Q16. (Top 2 box, Agree) Global (excludes UAE) and 13 countries
  9. 9. Likely to buy products/services from a company that supports good causes Q41. How likely would you be to do the following in relation to a company that actively supports a good cause? Buy its products/services (Top 2 Box, Likely) Global (excludes UAE) and 13 countries CHINA: 7 IN 10 CONSUMERS WOULD BUY FROM CAUSE-SUPPORTING COMPANIES
  10. 10. INVOLVEMENT WITH GOOD CAUSES STRONG: SIGN OF CONSUMER ACTIONISM Q8. Personal involvement
  11. 11. Q8. [TRACKING] Are you personally involved in supporting any good cause? Global (excludes Mexico, Netherlands, UAE) and 13 countries IN INDIA AND CHINA, PERSONAL INVOLVEMENT IN SUPPORTING GOOD CAUSES HAS RISEN RAPIDLY SINCE 2009 + 34+ 23 N/A N/AN/A - 12 - 13
  12. 12. EMERGING MARKETS TAKE ACTION TO SUPPORT SOCIAL PURPOSE BRANDS “I am more likely to recommend a brand that supports a good cause than one that doesn’t.” “I would help a brand to promote their products or services if there is a good cause behind them.” “I would switch brands if a different brand of similar quality supported a good cause.” More than 7 in 10 consumers in the emerging markets would take action to support social purpose brands. INDIA 78% CHINA 77% BRAZIL 80% Q16. (Top 2 box, Agree) GLOBAL 61% GLOBAL 62% GLOBAL 62%
  13. 13. 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% Mexico: 78% India: 77% US: 33% UK: 19% Q17. & Q16. (Top 2 box, Agree) 8 in 10 consumers in the India, China, Mexico and Brazil expect brands to donate a portion of their profits to support a good cause. Global: 65%
  14. 14. 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.
  15. 15. 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. [TRACKING] (First ranked response) Global (excludes Netherlands, Mexico, UAE)
  16. 16. CHINESE CONSUMERS WILLING TO PAY MORE FOR A CAUSE Q24A-Q26B. (Split sample) China Beverage Clothing Appliance 51% Willing to pay 5% more Wiling to pay 10% more
  17. 17. CHINESE CONSUMERS TAKE ACTION TO SUPPORT COMPANIES WITH PURPOSE BUY its products or services RECOMMEND its products or services SHARE positive opinions and experiences 70% 70% 64% Q39-44. (Top 2 box, Likely) China
  18. 18. 73% OF CHINESE CONSUMERS COULD SWITCH BRANDS IF A DIFFERENT BRAND OF SIMILAR QUALITY SUPPORTED A GOOD CAUSE. Q16. (Top 2 box, Agree)
  19. 19. CONSUMER WILLINGNESS TO PROMOTE BRANDS WITH A CAUSE JUMPS Q16. [TRACKING] (Top 2 Box, Agree) China + 21 “I would help a brand to promote their products or services if there is a good cause behind them.” 53%
  20. 20. … BUT ALSO WILLING TO PUNISH Q45-49. (Top 2 box, Likely) Global (excludes UAE)
  21. 21. 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)
  22. 22. 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.
  23. 23. Which one of the following entities do you think should be doing the most to support good causes? CONSUMERS FEEL MORE EMPOWERED TO SUPPORT GOOD CAUSES -10 +5 Q7. [TRACKING] Global (excludes Mexico, the Netherlands, UAE)
  24. 24. CHINESE CONSUMERS WANT TO PARTNER WITH BRANDS 78% believe brands and consumers could do more to support good causes by working together 78% want brands to make it easier for them to make a positive difference Q17. & Q16. (Top 2 Box, Agree) China
  25. 25. GREEN AS ECONOMIC LEVER Citizens believe that sustaining the environment can help repair the economy.
  26. 26. ENVIRNOMENT, HEALTH KEY IN CHINA Q6. (Top 2 Box, Care) China 76% 79% 86%
  27. 27. “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)
  28. 28. GOVERNMENT AND CORPORATIONS MUST PLAY ROLE Q32. & Q57. (Top 2 Box, Agree), China 84% expect corporations to take actions to preserve and sustain the environment 82% agree government and business need to work together more closely to ensure the environment is protected
  29. 29. 74% of Chinese consumers would support legislation that requires corporations to meet certain environmental standards even if it would negatively impact a corporation’s profits * 72% in India; 67% in US 80% would support legislation that requires government to fund partnerships between public and private organizations to help protect the environment * 74% in India; 59% in US PUBLIC SUPPORT FOR ENVIRONMENTAL LEGISLATION IS STRONG Q57. (Top 2 Box, Agree) China
  30. 30. FOUR YEARS OF GOOD PURPOSE, WE’RE LEARNING… Purpose trumps design, innovation & loyalty People promote and buy brands with purpose Green is key Profit + Purpose
  31. 31. Annual journey to support Chinese landmarks or customs programs in need of protection Engagement: Cultural experts, media, customers, dealers, employees, and people passionate about China’s cultural heritage Government Support: Chinese National Academy of Art, the Protection Center of Intangible Cultural Heritage of China under the Ministry of Culture Communication: National and local media, blog competition, social networking games, and an online quiz. Sustainability Exhibition to highlight the creative elements of the Journey and build awareness and acceptance of BMW across China. BMW CHINA CULTURE JOURNEY Deepen its roots in the Chinese market; to explore, protect and promote Chinese culture
  32. 32. “When BMW commits itself to culture, it commits likewise, to the sustainability of Chinese society, and the well being of Chinese people. ” - Dr. Christopher Stark President & CEO BMW Group Region China BMW CHINA CULTURE JOURNEY
  33. 33. 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 hoping to produce films with a good purpose. IMAGE
  34. 34. Helping brands and companies integrate purpose into their core business proposition and marketing efforts. SO, HOW CAN YOU ENGAGE?
  35. 35. THE GOODPURPOSE POINT OF VIEW APPLY MATCH ENGAGE MEASURE “MUTUAL SOCIAL RESPONSIBILITY” YOUR BUSINESS PURPOSE TO A HIGHER SOCIAL PURPOSE YOUR PUBLIC “RETURN ON INVOLVEMENT” People, companies, and brands working together to take action and effect positive social change for mutual benefit Identify your social issue, and ownable, galvanizing idea Foster a deeper emotional connection and develop sustainable brand loyalty Conversation, Participation, Membership, Purchase, Repurchase
  36. 36. 本善之心人皆有之,故需强本善之行 For more information, contact: Steven Cao, Founder & CEO Pegasus Communication steven.cao@realpegasus.com +86 10 8521 1718 People are naturally good, it is in their nature, but we must learn how to be better.

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