2012 Edelman goodpurpose

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2012 Edelman goodpurpose

  1. 1. GOODPURPOSEEdelman goodpurpose® 2012GLOBAL CONSUMER SURVEY
  2. 2. Societal Performance Builds Future Trust 2
  3. 3. Re:Purpose 86% of global consumers Top brands and companies still believe that business more committed than ever. needs to place at least equal weight on society‟s Purpose proves interests as on business‟ its place as a Purpose interests. source of new goes DIY and renewed revenue. 3
  4. 4. Fifth Global Consumer Study 2012 Indicates Global DataWhat consumers have to say… Indicates Japan Data CANADA INDIA 500 500 BRAZIL CHINA 500 500 US JAPAN 500 500 UK UAE 500 500 FRANCE GERMANY 500 500 NETHERLANDS ITALY 500 500 BELGIUM INDONESIA 500 500 SINGAPORE MALAYSIA 500 500 StrategyOne surveyed 8,000 consumers across 16 countries, aged 18+ 4
  5. 5. Consistent Commitment; Diverse Opportunity Improving the quality of healthcare 89% Protecting the environment 89% Ensuring access to safe drinking water 86% Equal opportunity to education 86% Stopping relationship violence and abuse 84% Reducing poverty 84% Aiding in disaster relief 83% Alleviating hunger and homelessness 83% Supporting human and civil rights 83% Encouraging tolerance for people who are different 82%Fighting the spread of global disease and pandemics 80% Helping to raise peoples self-esteem 78% Supporting animal rights 74% Supporting the creative arts 67% Q8-21. [TRACKING] How much do you personally care about the following good causes? (Top 2 Box, Care a great deal/Somewhat) 16-country global total 5
  6. 6. But, Differences Exist in Local Markets (JAPAN) Protecting the environment 85% Aiding in disaster relief 85% Ensuring access to safe drinking water 83% Improving the quality of healthcare 82% Encouraging tolerance for people who are different 76%Fighting the spread of global disease and pandemics 75% Reducing poverty 73% Stopping relationship violence and abuse 70% Equal opportunity to education 70% Supporting human and civil rights 67% Alleviating hunger and homelessness 65% Supporting animal rights 61% Helping to raise peoples self-esteem 56% Supporting the creative arts 56% Q8-21. [TRACKING] How much do you personally care about the following good causes? (Top 2 Box, Care a great deal/Somewhat) Japan 6
  7. 7. The License to Lead The Reengineering of Brand Marketing 5 Years of goodpurposeThe NewPurpose Bull Markets The Me in We 7
  8. 8. 5 Years of PurposeThe Reengineering of Brand Marketing
  9. 9. The Power of PurposeFrom product innovation and R&D, tosupply chain optimization and 360marketing, our study reveals it is thepower of Purpose that is helping to driveconsumer preference in a world wheretrust in corporations is low anddifferentiation between brands isnegligible
  10. 10. The Reengineering of Brand Marketing 10
  11. 11. Profit + Purpose: The New NormalIt is OK for brands to support good causes and make money at the same time +33% +59%90% 90%80% 76% 80% 70% 70%70% 68% 70% 60%60% 57% 60% 53%50% 50% 44%40% 40%30% 30%20% 20% 2008 2009 2010 2012 2008 2009 2010 2012 Q40-46. [TRACKING] Below are some things that people have said about supporting good causes. How much do you agree or disagree with each of the following statements? “IT IS OK FOR BRANDS TO SUPPORT GOOD CAUSES AND MAKE MONEY AT THE SAME TIME” (Top 2 Box, Agree) 10-country global total (excludes Belgium, Indonesia, Malaysia, the Netherlands, Singapore and UAE) and Japan 11
  12. 12. Social Purpose as Purchase TriggerWhen quality and price are the same, Social Purpose most important factor60% + 26% 60% + 110% 53%50% 50% 43% 44% 42% 41%40% 40% 29%30% 30% 21% 22%20% 20%10% 10%0% 0% 2008 2009 2010 2012 2008 2009 2010 2012 Q48. [TRACKING] Now, if you had to choose between two brands that were the same in quality and price, please rank the following remaining factors from 1 to 3 in the order that would affect your decision when selecting a brand where 1 is the most important factor and 3 is the least important. 10-country global total (excludes Belgium, Indonesia, Malaysia, the Netherlands, Singapore and UAE) (% WHO RANKED SOCIAL PURPOSE FIRST) and Japan 12
  13. 13. Social Purpose Means More in Japan If cost were not a factor, which of the following items would you prefer to have? Large Home VS Environmentally-friendly Home Luxury Car VS Hybrid Car 10% 7% 19% 21% 81% 90% 79% 93% Home VehicleDesigner Brand VS Brand that Helps Support Livelihood of Local Producers Job that Allows You to Attain Great Personal Achievement VS Job that Allows You to Give Back to Society 19% 15% 26% 37% 63% 81% 85% 74% Brand Occupation Q32. [TRACKING] If cost were not a factor, which of the following items would you prefer to have? (Select one from each category) 16-country global total and Japan 13
  14. 14. Consumers Prefer Purpose 2008 52% 2008 44% 2009 2009RECOMMEND 64% + 39% 60% + 32% 2010 63% 2010 39% 2012 72% 2012 58% 2008 53% 2008 35% PROMOTE 2009 59% + 34% 2009 45% + 86% 2010 62% 2010 40% 2012 71% 2012 65% 2009 2009 SWITCH 67% 57% 2010 63% + 9% 2010 48% + 12% 2012 73% 2012 64% Q40-46. [TRACKING] Below are some things that people have said about supporting good causes. How much do you agree or disagree with each of the following statements? (Top 2 Box, Agree) 10-country global total (excludes Belgium, Indonesia, Malaysia, the Netherlands, Singapore and UAE) and Japan 14
  15. 15. Purchase Frequency „At Least Monthly‟ purchases of cause-supporting brands increased by 47% from 2010 – 2012 globally, 67% in Japan2010 2012 2010 2012 34% 19%EVERY 6 TO 12 EVERY 6 TO 12 MONTHS MONTHS 25% EVERY 6 TO 12 23% MONTHS 32% 47% EVERY 6 TO 12 MONTHSAT LEAST AT LEAST 20% MONTHLYMONTHLY 12% AT LEAST AT LEAST MONTHLY MONTHLY 15
  16. 16. License to LeadBuilding Future Performance on Societal Actions
  17. 17. The New ImperativeRather than merely exercising their“license to operate,” leading brandsand corporations of the future mustmove beyond operational imperativesand social add-on‟s to establish their“license to lead.”
  18. 18. Business is Struggling to Meet ExpectationsPerformance Gap in Addressing Societal Issues Business should place at least equal weight on societys interests and business interests Business is performing well in addressing societal issues 94% 90% 89% 91% 90%87% 87% 87% 87% 86% 87% 85% 84% 84% 84% 83% 79% 58% 49% 42% 42% 28% 30% 25% 26% 27% 21% 23% 23% 22% 20% 18% 13% 15% Q49. [TRACKING] Thinking about society’s interests and business’ interests, how much weight should each interest have in business decisions? (Net: At least equal weight on society’s interests) 16-country global total and across 16 countries Q34. Thinking about the ways you believe business in general should be addressing societal issues, how would you rate business in general’s performance in addressing societal issues? (Top 2 Box, Excellent/Good) 16-country global total and across 16 countries 18
  19. 19. The Role of the CEOCEOs must think proactively about using their business to address issues 51% MAKE A LONG-TERM COMMITMENT TO SOCIETAL ISSUES 55% COMMUNICATE EFFORTS TO ADDRESS SOCIETAL ISSUES 49% 51% PUBLICALLY SUPPORTING SOCIETAL ISSUES 44% 55% MOTIVATE EMPLOYEES TO TAKE PART 44% 52% CREATE SOCIALLY RESPONSIBLE AND INNOVATIVE PRODUCTS 39% 56% ISSUE REPORTS ON ENVIRONMENT/SOCIAL EFFORTS 29% 41% USE REVENUE TO PRODUCE MATERIALS THAT RAISE 24% AWARENESS FOR SOCIETAL ISSUES 36% Q50. What should CEOs or corporate leaders be doing to address societal issues in a genuine way? [SELECT ALL THAT APPLY] 16-country global total and Japan 19
  20. 20. What Should Companies be Doing?50%+ believe companies should donate a portion of profits or products/services toaddress societal issues DONATING A PORTION OF PROFITS 51% DONATING PRODUCTS OR SERVICES 50% CREATING NEW PRODUCTS OR SERVICES 49% PROVIDING EDUCATIONAL INFORMATION 47% WORKING WITH THE GOVERNMENT 45% OFFERING PROGRAMS FOR EMPLOYEES 45% PARTNERING WITH NGOS 43% ENABLING EMPLOYEES TO VOLUNTEER 42% ORGANIZING CONSUMER EVENTS 41% COLLABORATING WITH OTHER COMPANIES 36%SOCIAL NETWORK FOR CONSUMERS TO ADDRESS SOCIETAL ISSUES 28% EMPLOYEE FUNDRAISING PROGRAMS 27% CREATING SOFTWARE/MOBILE FUNDRAISING APPS 19% CREATING SOFTWARE/MOBILE COMMUNICATION APPS 19% Q36. What should companies be doing to address societal issues? [SELECT ALL THAT APPLY] 16-country global total 20
  21. 21. What Should Companies be Doing in Japan?50%+ believe companies should donate a portion of profits or create new products/services to address societal issues DONATING A PORTION OF PROFITS 51% CREATING NEW PRODUCTS OR SERVICES 50% ENABLING EMPLOYEES TO VOLUNTEER 40% WORKING WITH THE GOVERNMENT 37% DONATING PRODUCTS OR SERVICES 35% OFFERING PROGRAMS FOR EMPLOYEES 35% ORGANIZING CONSUMER EVENTS 30% COLLABORATING WITH OTHER COMPANIES 29% PROVIDING EDUCATIONAL INFORMATION 25% PARTNERING WITH NGOS 23%SOCIAL NETWORK FOR CONSUMERS TO ADDRESS SOCIETAL ISSUES 8% CREATING SOFTWARE/MOBILE FUNDRAISING APPS 8% CREATING SOFTWARE/MOBILE COMMUNICATION APPS 8% EMPLOYEE FUNDRAISING PROGRAMS 7% Q36. What should companies be doing to address societal issues? [SELECT ALL THAT APPLY] Japan 21
  22. 22. Consumers will praise…and punish Company that does NOT actively support a good cause _ + Company that actively supports a good causeIncrease from 2010 Increase from 2010 +7 44% 76% +9 REFUSE TO BUY PRODUCTS/SERVICES BUY ITS PRODUCTS/SERVICES +7 44% 76% +9 CRITICIZE IT TO OTHERS RECOMMEND ITS PRODUCTS/SERVICES +5 44% 73% +8 SHARE NEGATIVE OPINIONS SHARE POSITIVE OPINIONS AND EXPERIENCES AND EXPERIENCES + 11 48% 57% +4 NOT WANT TO WORK FOR IT WANT TO WORK FOR IT +7 53% 45% NOT INVEST IN IT INVEST IN IT 44% PAY A PREMIUM FOR ITS PRODUCTS/SERVICES Q54-59. [TRACKING] How likely would you be to do the following in relation to a company that actively supports a good cause? (Top 2 box, likely) 10-country global total (excludes Belgium, Indonesia, Malaysia, the Netherlands, Singapore and UAE); Q61-65. [TRACKING] How likely would you be to do the following in relation to a company that does NOT actively support a good cause? (Top 2 box, likely) 10-country global total (excludes Belgium, Indonesia, Malaysia, the Netherlands, Singapore and UAE) 22
  23. 23. Consumers will praise…and punish Company that does NOT actively support a good cause _ + Company that actively supports a good causeIncrease from 2010 Increase from 2010 + 13 39% 71% + 19 REFUSE TO BUY PRODUCTS/SERVICES BUY ITS PRODUCTS/SERVICES +8 33% 62% + 15 CRITICIZE IT TO OTHERS RECOMMEND ITS PRODUCTS/SERVICES + 13 38% 56% + 10 SHARE NEGATIVE OPINIONS SHARE POSITIVE OPINIONS AND EXPERIENCES AND EXPERIENCES + 19 49% 35% NOT WANT TO WORK FOR IT WANT TO WORK FOR IT + 18 55% 36% + 10 NOT INVEST IN IT INVEST IN IT 29% PAY A PREMIUM FOR ITS PRODUCTS/SERVICES Q54-59. [TRACKING] How likely would you be to do the following in relation to a company that actively supports a good cause? (Top 2 box, likely) Japan Q61-65. [TRACKING] How likely would you be to do the following in relation to a company that does NOT actively support a good cause? (Top 2 box, likely) Japan 23
  24. 24. The More You KnowIt is critical for companies to make consumers aware of their efforts 92% 90% 88% 87% 87% 86% 84% 84% 80% 80% 76% 73% 73% 73% 72% 70% 68% Q98. How important is it for companies to make you aware of their efforts to address societal issues? (Top 2 Box, Important NET) 16-country global total and across 16 countries 24
  25. 25. Societal Purpose Requires Local ContextThe most important factors for companies to carry out when addressing societal issues… TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS 51% 54% WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 46% 55% LISTENS TO CUSTOMER NEEDS AND FEEDBACK 45% 56% TREATS EMPLOYEES WELL 44% 59% ADDRESSES SOCIETYS NEEDS IN ITS EVERYDAY BUSINESS 38% 46% HAS ETHICAL BUSINESS PRACTICES 31% 54% CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL 30% COMMUNITY IN WHICH THE COMPANY OPERATES 46% PLACES CUSTOMERS AHEAD OF PROFITS 27% 47% Q66-73. Below is a list of actions a company may take to address a societal issue. How important is it for a company to carry out each of the following actions when addressing a societal issue? Please use a nine-point scale where one means that the action is “not at all important” and nine means it is “extremely important” when addressing a societal issue. (Top 2 Box, Extremely Important) 16-country global total and Japan 25
  26. 26. The New “Purpose Bull Markets”
  27. 27. Bullish on PurposeConsumers in Rapid GrowthEconomies (RGEs) have muchhigher expectations of andengagement with brands andcorporations on societal issues.
  28. 28. Who are the Purpose Bull Markets? INDIA BELGIUM CHINA BRAZIL ITALY FRANCE MALAYSIA NETHERLANDS INDONESIA VS JAPAN GERMANY UAE US UK 28
  29. 29. Empowered to Make a Difference * Purpose Bull Markets Purpose Bear Markets COMPARED TO FIVE YEARS AGO, 63% ‘PEOPLE LIKE ME’ NOW HAVE MORE POWER 29% 29% AND INFLUENCE TO MAKE A DIFFERENCE THE RESPONSIBILITY OF 56% ‘PEOPLE LIKE ME’ HAS INCREASED 37% 49% *Note: Japan is included in the „Purpose Bear Markets‟ Q30. How much do you agree or disagree with the following statement? - Compared to five years ago, ‘people like me’ now have more power and influence to make a difference. (Top 2 Box, Agree) Purpose Bull Markets, Purpose Bear Markets and Japan Q24. Do you feel that the responsibility of ‘people like you’ to address societal issues has increased, decreased or stayed the same over the past year? (% who say the responsibility of ‘people like you’ increased) Purpose Bull Markets, Purpose Bear Markets and Japan 29
  30. 30. Passion in ActionBull Market consumers contrast those in Bear Markets * Purpose Bull Markets Purpose Bear Markets I HAVE MORE TRUST IN A BRAND THAT IS ETHICALLY AND 77% 83% SOCIALLY RESPONSIBLE 66% I AM MORE LIKELY TO RECOMMEND A BRAND THAT 58% 82% SUPPORTS A GOOD CAUSE THAN ONE THAT DOESNT 64% I WOULD HELP A BRAND PROMOTE ITS PRODUCT/SERVICES 81% IF IT HAD A GOOD CAUSE 63% 65% I WOULD SWITCH BRANDS IF A DIFFERENT BRAND 80% SUPPORTED A GOOD CAUSE 67% 64% I WANT BRANDS TO MAKE IT EASIER FOR ME TO MAKE A 79% DIFFERENCE IN THE WORLD 62% 67% BRANDS CAN SUPPORT GOOD CAUSES AND MAKE MONEY 70% 78% AT THE SAME TIME 72% I WANT BRANDS TO DO MORE FOR ME THAN PROVIDE A 73% PRODUCT 57% 58% *Note: Japan is included in the „Purpose Bear Markets‟ Q40-46. [TRACKING] Below are some things that people have said about supporting good causes. How much do you agree or disagree with each of the following statements? (Top 2 Box, Agree) Purpose Bull Markets, Purpose Bear Markets and Japan 30
  31. 31. Responsibility at WorkBull Market consumers are more likely to donate and personally participate Purpose Bull Markets Purpose Bear Markets * 63% DONATED MONEY 59% 52% VOLUNTEERED AT AN EVENT IN MY 44% 19% COMMUNITY 23% 44% DONATED MY TIME OR EXPERTISE 9% 23% PARTICIPATED IN FUNDRAISING EVENTS 26% 6% SPONSORED BY A BRAND OR CORPORATION 12% *Note: Japan is included in the „Purpose Bear Markets‟ Q25. Which, if any, of the following activities have you taken part in over the past year to address societal issues? Purpose Bull Markets, Purpose Bear Markets and Japan 31
  32. 32. Paying for PurposeBull Market consumers more willing to pay a premium for Purpose 80% 71% 55% 55% 54% 43% 44% 42% 39% 38% 35% 34% 30% 30% 29% 29% 28% Q54-59. How likely would you be to do the following in relation to a company that actively supports a good cause? “Pay a premium for its products/services” (Top 2 Box, Very/Somewhat Likely) 16-country global total and across 16 countries 32
  33. 33. Preference in PracticeBull Market consumers‟ cause-related purchases * 84% AT LEAST 62% YEARLY At Least AT LEAST Monthly 57% MONTHLY 37% 20% AT LEAST AT LEAST MONTHLY YEARLY Every 6-12 Months 25% 22% 19% EVERY SIX TO 12 EVERY SIX TO 12 At Least MONTHS MONTHS Yearly 45% Bull Markets Bear Markets *Note: „At least yearly‟ NET may not add to the total due to rounding *Note: Japan is included in the „Purpose Bear Markets‟ Q47. [TRACKING] On average, how often do you buy a brand that supports a good cause? (At least monthly NET, Every 6-12 months NET, At least yearly NET) Purpose Bull Markets, Purpose Bear Markets and Japan 33
  34. 34. But…activity not limited to offlineTechnology in societal action At least monthly Internet use Use mobile at least yearly 82% 76% 78% 76% 73% 71% 72% 69% 71% 66% 66% 60% 55% 45% Q114. On average, how often do you use the Internet to take part in promoting or addressing a societal issue? 16-country global total and across Purpose Bull Markets (Net: at least monthly) Q118. On average, how often do you use a mobile phone to take part in promoting or addressing a societal issue? 16-country global total and across Purpose Bull Markets (Net: at least yearly) 34
  35. 35. Discovering the “Me in We” 35
  36. 36. Defining the Me in We As the disparity between the haves and have not‟s continues, more and more consumers are discovering the me (personal need) in the we (the common good)…Purpose Gets Personal. 36
  37. 37. The Globalization of Need Because of the global recession, societal issues are hitting close to home Unable to pay Unable to medical Reduced My salary Reduced decreased donate as expenses or spending on 85% leisure much money to afford food shopping societal issues healthcare of those surveyed around the world. say they have been affected by the economic downturn in some way. Q29. Has the global economic downturn affected you in any of the following ways? [SELECT ALL THAT APPLY] 16-country global total 37
  38. 38. Balancing Me and We Sales 52% of global consumers believe it‟s equally important to address issues that impact me personally and society overall. Q27. In general, is it more important for you [ROTATE:] to “address causes and issues that impact you personally” or to “address causes and issues that impact society overall”? 16-country global total (% who say it is EQUALLY important to address causes and issues that impact me personally and society overall) 38
  39. 39. Me: Empowered„People like me‟ now have more power and influence to make a difference 77% 73% 66% 58% 57% 57% 44% 47% 41% 39% 37% 36% 29% 26% 21% 20% 20% Q30. How much do you agree or disagree with the following statement? - Compared to five years ago, ‘people like me’ now have more power and influence to make a difference. 16-country global total and across 16 countries (Top 2 Box, Agree) 39
  40. 40. Me: On the RiseWho should be most responsible to address societal issues? People Like Me Government 80% In the US, “people like me” are most responsible to address societal issues 73% 68% 62% 59% 56% 56% 55% 54% 54% 52% 51% 48% 47% 43% 40% 36% 35% 24% 25% 26% 20% 22% 18% 17% 18% 18% 17% 16% 15% 19% 14% 10% 3% Q23. Who from the list below do you believe should be most responsible for addressing societal issues? 16-country global total and across 16 countries 40
  41. 41. Me: InvolvedPersonal involvement in good causes on the rise in most markets, except US 2010 2012 +5 94% 89% +6 +10 69% +9 65% 63% +6 60% 56% 55% 55% 53% 48% +7 44% -7 39% 38% 26% 19% Global China Netherlands Brazil US Germany Italy Japan Q22. [TRACKING] Are you personally involved in supporting any good cause? 10-country global total (excludes Belgium, Indonesia, Malaysia, the Netherlands, Singapore and UAE) and across seven countries 41
  42. 42. Me: in Action of global consumers take part in 89% activities to address societal issues. 72% in US 77% of Chinese recycle regularly donated money 63% of Braziliansvoiced their concerns 75% of Germans take actions to conserve energy
  43. 43. Me: in Action of Japanese consumers take part in 74% activities to address societal issues. 59% 73% recycle regularly take actions to conserve energy 59% 63% take actions to reduce donated money water consumption
  44. 44. Turning Insights into Action
  45. 45. 5 Years of Learning 1 Purpose key driver in reengineering brand marketing 2 Purpose definitive purchase trigger 3 Largest growth markets bullish on Purpose 4 Operational excellence + societal performance rewarded 5 Corporations earn License to Lead via Purpose 45
  46. 46. Not IF, but HOW… LEAD Powerful programs are leader led CONSTRUCT Start with depth, not scale CUSTOMIZE Customize for local execution COLLABORATE Work with NGOs, colleagues, competitors MEASURE Build performance measures up front NARRATE Story, story, story ENGAGE Employees, partners, consumers EVOLVE Evolve programs to stay relevant 46
  47. 47. What‟s Your Purpose? 47
  48. 48. 48

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