This document summarizes key findings from Edelman's 2010 global consumer survey on consumer engagement with brands that support social causes. The survey found that consumers, especially in emerging markets, are more likely to purchase from and promote brands that support good causes. Consumers in Brazil, China, India and Mexico expect brands to support social causes and many would switch brands or pay more to support brands engaged in causes. The survey also found that consumers want to partner with brands to support causes and that protecting the environment is important, with many supporting legislation to require corporate environmental standards.

1. Citizens Engage! Edelman goodpurpose® Study 2010
FOURTH ANNUAL GLOBAL CONSUMER SURVEY

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. 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. 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. 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. “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. 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. “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. 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. INVOLVEMENT WITH GOOD CAUSES STRONG: SIGN OF CONSUMER ACTIONISM
Q8. Personal involvement

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. 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. 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. 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. 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. 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. 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. 73% OF CHINESE CONSUMERS COULD SWITCH BRANDS IF A DIFFERENT BRAND
OF SIMILAR QUALITY SUPPORTED A GOOD CAUSE.
Q16. (Top 2 box, Agree)

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. … BUT ALSO WILLING TO PUNISH
Q45-49. (Top 2 box, Likely) Global (excludes UAE)

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. 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. 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. 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. GREEN AS ECONOMIC LEVER
Citizens believe that sustaining the environment can help repair
the economy.

26. ENVIRNOMENT, HEALTH KEY IN CHINA
Q6. (Top 2 Box, Care) China
76%
79%
86%

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. 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. 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. 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. 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. “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. 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. Helping brands and companies
integrate purpose into their core business
proposition and marketing efforts.
SO, HOW CAN YOU ENGAGE?

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. 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.