The document is a report from Edelman on their 2012 goodpurpose consumer survey conducted across 16 countries including Malaysia. Some key findings:
- Over 8,000 consumers were surveyed on issues related to corporate social responsibility and causes. Malaysians showed strong support for social causes.
- Malaysians believe businesses are not meeting expectations on addressing social issues, with a large performance gap identified.
- 96% of Malaysians reported being affected by the global economic downturn, with reduced discretionary spending. However, Malaysians remain highly involved in supporting social causes.
- Improving healthcare quality and protecting the environment were the top causes Malaysians personally care about. Social purpose is an important purchase factor for Malaysians
The goodpurpose study is Edelman’s annual global research 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 in 13 countries among more than 7,000 adults. It is the only global study of its kind.
The goodpurpose study is Edelman’s annual global research 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 in 13 countries among more than 7,000 adults. It is the only global study of its kind.
VolunteerMatch Solutions BPN Webinar: The Radically Engaged BusinessVolunteerMatch
August 2012 Best Practice Network Webinar, presented by VolunteerMatch
Session Description:
On May 17, 2012 Carol Cone wowed attendees at the 2012 VolunteerMatch Client Summit in San Francisco, CA. We’ve invited “the mother of cause marketing” back for an encore presentation, so that you can share in this inspiring session!
Through a presentation on the “Radically Engaged Business,” Carol Cone will share her thoughts and best practices on building a purpose-driven business and exploring the critical and evolving relationship between employee engagement and groundbreaking citizenship programs.
Participants will learn the four key tenets of building a radically engaged business:
• Creating a gold-standard citizenship/purpose program,
• Operationalizing that program,
• Building a unique employer brand, and
• Using your citizenship/purpose program to drive talent development.
Through best-in-class case studies, including Avon, PNC and IBM, among others, participants will learn how successful organizations are using purpose to energize, inspire and activate employees and drive business impact.
About Our Guest Speaker:
At Edelman, Carol Cone provides strategic counsel to clients on the development of cause and public engagement strategies, as well as corporate and brand citizenship. She has a deep commitment to innovative research with consumers, executives and employees; she works with the firm’s leadership to apply insights from Edelman’s annual goodpurpose™ Consumer Study, its Trust and Health Engagement Barometers, as well as create new insight reports and intellectual property.
Carol is internationally recognized for her work in the cause branding, corporate citizenship and strategic philanthropy arenas. For over 25 years, she has embraced a steadfast commitment to building substantive and sustainable partnerships between companies and social issues.
Apresentação que mostra os números de 2012 da pesquisa goodpurpose, que avalia a atitude de consumidores em 16 países em relação a marcas que apoiam causas socialmente relevantes.
Realização: Edelman; apresentação no Brasil: Edelman Significa.
Amsterdam speech 11.9 (Carol Cone); Het Communicatie Congres 2012communicatieonline
Carol Cone wordt in de Amerikaanse vakpers afwisselend de ‘Godmother of social responsibility’ genoemd en ‘Leader of Corporate Goodness’. PR-Week betitelt haar als ‘the most powerful and visible figure in the world of Cause Branding’. Al meer dan een een kwart eeuw adviseert ze klanten over wat ze ‘Good Purpose’ noemt: duurzaamheid, mvo, csr en good citizenship. Sinds twee jaar verricht ze in opdracht van haar nieuwe werkgever Edelman grootschalig onderzoek - in zestien landen onder 8000 consumenten - naar het belang van sociale betrokkenheid van bedrijven en hun merken. Kortom als er iemand weet heeft van trends, ontwikkelingen en ons een blik kan bieden op de toekomst van communicatie en mvo is het Carol Cone.
요즘 소셜에 의한 패러다임이 많이 변화하는것을 느낍니다. 이노버즈에도 이런 패러다임안에서 열심히 성장하고자하는 예비마케터 InnoEggs SIXTAR(인턴 6人) 들이 있습니다. 최근 직접 공부한 내용을 발표한 소셜미디어에 대한 이야기들을 여러분께 공유합니다. 아직 열심히 공부하고 있는 예비마케터들을 응원해주세요~
-김은비 : http://www.slideshare.net/Innobirds_Media/ss-15381067
-김소현 : http://www.slideshare.net/Innobirds_Media/ss-15381064
-김혜진 : http://www.slideshare.net/Innobirds_Media/ss-15381060
-김상은 : http://www.slideshare.net/Innobirds_Media/ss-15381058
-최고봉 : http://www.slideshare.net/Innobirds_Media/ss-15381053
-남형기 : http://www.slideshare.net/Innobirds_Media/ss-15381065
* 내부 공부용이다 보니 자료의 출처나 내용의 오류등은 이해해주세요~
Edelman’s 2010 goodpurpose study. The global consumer study explores consumer attitudes around social purpose, including their commitment to specific social issues and their expectations of brands and corporations.
Despite its attractive promise, the social media industry is struggling to secure the budgets it thinks it deserves. Building upon recognised planning principles, this presentation highlights where these arguments are being won and lost and the future of social media in business.
120 Awesome Marketing Stats, Charts and GraphsHubSpot
http://www.HubSpot.com/charts - Over 120 marketing charts and graphs based on original research and data from a variety of sources, including analysis of our 6,500 business customers, surveys with hundreds of businesses responding, and dozens of top-notch publications like MarketingSherpa, eMarketer, Pew Research, McKinsey, and more. To download a free copy of your own, please visit http://hubspot.com/charts
VolunteerMatch Solutions BPN Webinar: The Radically Engaged BusinessVolunteerMatch
August 2012 Best Practice Network Webinar, presented by VolunteerMatch
Session Description:
On May 17, 2012 Carol Cone wowed attendees at the 2012 VolunteerMatch Client Summit in San Francisco, CA. We’ve invited “the mother of cause marketing” back for an encore presentation, so that you can share in this inspiring session!
Through a presentation on the “Radically Engaged Business,” Carol Cone will share her thoughts and best practices on building a purpose-driven business and exploring the critical and evolving relationship between employee engagement and groundbreaking citizenship programs.
Participants will learn the four key tenets of building a radically engaged business:
• Creating a gold-standard citizenship/purpose program,
• Operationalizing that program,
• Building a unique employer brand, and
• Using your citizenship/purpose program to drive talent development.
Through best-in-class case studies, including Avon, PNC and IBM, among others, participants will learn how successful organizations are using purpose to energize, inspire and activate employees and drive business impact.
About Our Guest Speaker:
At Edelman, Carol Cone provides strategic counsel to clients on the development of cause and public engagement strategies, as well as corporate and brand citizenship. She has a deep commitment to innovative research with consumers, executives and employees; she works with the firm’s leadership to apply insights from Edelman’s annual goodpurpose™ Consumer Study, its Trust and Health Engagement Barometers, as well as create new insight reports and intellectual property.
Carol is internationally recognized for her work in the cause branding, corporate citizenship and strategic philanthropy arenas. For over 25 years, she has embraced a steadfast commitment to building substantive and sustainable partnerships between companies and social issues.
Apresentação que mostra os números de 2012 da pesquisa goodpurpose, que avalia a atitude de consumidores em 16 países em relação a marcas que apoiam causas socialmente relevantes.
Realização: Edelman; apresentação no Brasil: Edelman Significa.
Amsterdam speech 11.9 (Carol Cone); Het Communicatie Congres 2012communicatieonline
Carol Cone wordt in de Amerikaanse vakpers afwisselend de ‘Godmother of social responsibility’ genoemd en ‘Leader of Corporate Goodness’. PR-Week betitelt haar als ‘the most powerful and visible figure in the world of Cause Branding’. Al meer dan een een kwart eeuw adviseert ze klanten over wat ze ‘Good Purpose’ noemt: duurzaamheid, mvo, csr en good citizenship. Sinds twee jaar verricht ze in opdracht van haar nieuwe werkgever Edelman grootschalig onderzoek - in zestien landen onder 8000 consumenten - naar het belang van sociale betrokkenheid van bedrijven en hun merken. Kortom als er iemand weet heeft van trends, ontwikkelingen en ons een blik kan bieden op de toekomst van communicatie en mvo is het Carol Cone.
요즘 소셜에 의한 패러다임이 많이 변화하는것을 느낍니다. 이노버즈에도 이런 패러다임안에서 열심히 성장하고자하는 예비마케터 InnoEggs SIXTAR(인턴 6人) 들이 있습니다. 최근 직접 공부한 내용을 발표한 소셜미디어에 대한 이야기들을 여러분께 공유합니다. 아직 열심히 공부하고 있는 예비마케터들을 응원해주세요~
-김은비 : http://www.slideshare.net/Innobirds_Media/ss-15381067
-김소현 : http://www.slideshare.net/Innobirds_Media/ss-15381064
-김혜진 : http://www.slideshare.net/Innobirds_Media/ss-15381060
-김상은 : http://www.slideshare.net/Innobirds_Media/ss-15381058
-최고봉 : http://www.slideshare.net/Innobirds_Media/ss-15381053
-남형기 : http://www.slideshare.net/Innobirds_Media/ss-15381065
* 내부 공부용이다 보니 자료의 출처나 내용의 오류등은 이해해주세요~
Edelman’s 2010 goodpurpose study. The global consumer study explores consumer attitudes around social purpose, including their commitment to specific social issues and their expectations of brands and corporations.
Despite its attractive promise, the social media industry is struggling to secure the budgets it thinks it deserves. Building upon recognised planning principles, this presentation highlights where these arguments are being won and lost and the future of social media in business.
120 Awesome Marketing Stats, Charts and GraphsHubSpot
http://www.HubSpot.com/charts - Over 120 marketing charts and graphs based on original research and data from a variety of sources, including analysis of our 6,500 business customers, surveys with hundreds of businesses responding, and dozens of top-notch publications like MarketingSherpa, eMarketer, Pew Research, McKinsey, and more. To download a free copy of your own, please visit http://hubspot.com/charts
LUXURY TRAVEL THE ULTIMATE TOKYO EXPERIENCE FROM SINGAPORE.pdfDiper Tour
Get off on the most luxurious Tokyo itinerary from Singapore. Experience Tokyo’s sophisticated modernism and rich tradition with first-class travel, sumptuous lodging, fine food, and special tours. Savor the finest that this energetic city has to offer for an experience that will never be forgotten.
Hidden Gems of Europe - DISCOVERING THE CONTINENT'S BEST-KEPT SECRETSKamil Uğraş TÜRKOĞLU
Europe, continent rich in history, culture, and natural beauty, is often synonymous with famous cities like Paris, Rome, and London. These iconic destinations attract millions of tourists every year, captivating them with their renowned landmarks, vibrant culture, and bustling urban life. However, beyond these well-trodden paths lie countless hidden gems waiting to be discovered. These lesser-known destinations offer unique experiences, authentic encounters, and breathtaking landscapes that often surpass the allure of their famous counterparts.
In "Hidden Gems of Europe," we embark on a journey to uncover these secret spots, exploring the heart and soul of Europe through its quaint villages, charming towns, and secluded natural wonders. This book aims to inspire travelers to look beyond the obvious and venture into the lesser-explored corners of the continent, where true adventure and discovery await.
The Power of a Glamping Go-To-Market Accelerator Plan.pptxRezStream
Unlock the secrets to success with our comprehensive 8-Step Glamping Accelerator Go-To-Market Plan! Watch our FREE webinar, where you'll receive expert guidance and invaluable insights on every aspect of launching and growing your glamping business.
During the coldest months, Italy transforms into a winter wonderland, providing visitors with a very unique experience. From the Settimana Bianca ski event to the lively Carnevale celebrations, Italy's winter festivities provide something for everyone. Enjoy hot cocoa, eat hearty comfort foods, and buy during winter deals. Explore the country's rich cultural past by participating in Settimana Bianca, and Carnevale, sipping hot chocolate, shopping during winter deals, and indulging in winter comfort foods. Visit our website https://timeforsicily.com/ for more information.
Its running cost is among the diverse vital aspects you must consider before buying an electric scooter. Calculate the cost of getting e-scooter charge for your regular usage to calculate its economic efficiency, similar to people who investigate the mileage of petrol or diesel-driven scooters.
How To Talk To a Live Person at American Airlinesflyn goo
This page by FlynGoo can become your ultimate guide to connecting with a live person at American Airlines. Have you ever felt lost in the automated maze of customer service menus? FlynGoo is here to rescue you from endless phone trees and automated responses. With just a click or a call to a specific number, we ensure you get the human touch you deserve. No more frustration, no more waiting on hold - we simplify the process, making your travel experience smoother and more enjoyable.
Our Ooty honeymoon package from Chennai is a perfect escape for newlywed couples to celebrate their love and start their new life together. Our package offers a range of itineraries to cater to the diverse preferences of couples. From adventure activities to relaxing spa sessions, these packages are designed to provide the perfect balance between adventure and relaxation.
BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. Get information in this PDF and simplyfy your visa process.
4 DAYS MASAI MARA WILDEBEEST MIGRATION SAFARI TOUR PACKAGE KENYABush Troop Safari
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Antarctica- Icy wilderness of extremes and wondertahreemzahra82
In this presentation, we delve into the captivating realm of Antarctica, Earth's southernmost continent. This icy wilderness stands as a testament to extremes, with record-breaking cold temperatures and vast expanses of pristine ice. Antarctica's landscape is dominated by towering glaciers, colossal icebergs, and expansive ice shelves. Yet, amidst this frozen expanse, a rich tapestry of unique wildlife thrives, including penguins, seals, and seabirds, all finely attuned to survive in this harsh environment. Beyond its natural wonders, Antarctica also serves as a vital hub for scientific exploration, providing invaluable insights into climate change and the Earth's history
2. Fifth Global Consumer Study 2012
What consumers have to say from…
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+
3. The World We are Operating In
Businesses Not Meeting
Declining Trust in Business
Expectations on Social Causes
3
5. Me: Empowered in SEA
„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%
5
6. Business not meeting public‟s expectations in Malaysia
Business
Importance
Company
Performance
Q52-69. How important is each of the following actions to building your TRUST in a company? Use a nine-point scale where one means that action is “not at all important to building your trust” and nine means it is
“extremely important to building your trust” in a company. (Top 2 Box, Very/ Extremely Important) General Population in Malaysia (excludes ‘Don’t Know’ responses);Q103-118. Please rate [INSERT COMPANY] on how well
you think they are performing on each of the following attributes. Use a nine-point scale where one means they are performing “extremely poorly” and nine means they are performing “extremely well”. (Top 2 Box,
Performing Very/ Extremely Well) General Population in Malaysia 6
7. Brand‟s Performance Gap in Addressing Societal Issues
9 in 10 Only 4 in 10 think that
businesses are performing
well in this area
Malaysians believe it is EVOLVING CONSUMERS
important for brands to
address societal issues
CONCERNED
VOCAL
EMPOWERED
7
8. How the Global Recession Affected Malaysians
“Has the global economic downturn affected you in any of the following ways?
Affected by economic downturn** 96%
85%
Reduced leisure shopping 62%
51%
Reduced use of electricity in my home 46%
38%
Reduced spending on food 46%
33%
46%
Was unable to donate as much money to societal issues 27%
22%
Drove less frequently 28%
Stopped saving money 23%
28%
30%
Reduced consumption of water 26%
18%
My salary decreased 19%
Was unable to pay some or all of my bills/expenses 34%
18%
Was unable to pay medical expenses or afford healthcare 24%
12%
Had less time to volunteer for a societal issue 25%
12%
Lost my job or got laid-off 14%
11%
Moved into a smaller home 11%
8%
Moved in with friends or family 7%
5%
Other 5%
5%
3%
None of the above 13%
Don't Know 1%
2%
Malaysia Global Total
** ‘Affected by economic downturn' includes all responses except 'none of the above' and 'don’t know' 8
9. How Involved & Responsible Are Malaysians?
“Are you personally involved in supporting any good cause?” “Who from the list below do you believe should be most responsible
for addressing societal issues?”
62%
Government
93% 54%
Yes
60% 16%
People like me
19%
Non-Governmental 13%
Organisations 11%
5%
No 2%
Business in general
34% 5%
6%
Religious Institutions
4%
2% 1%
None of the above
Don't Know 2%
6%
1%
Don't Know
4%
Malaysia Global Total
9
10. What Malaysians Care About
“How much do you personally care about the following good causes?”
#1 Improving the quality of healthcare 87%
89%
#2 Protecting the environment 85%
89%
#3 Equal opportunity to education 82%
86%
Ensuring access to safe drinking water 80%
86%
Helping raise people's self-esteem 78%
78%
Encouraging tolerance for people who are different 77%
82%
Stopping relationship violence and abuse 76%
84%
Reducing poverty 75%
84%
Supporting human and civil rights 75%
83%
Aiding in disaster relief 71%
83%
Alleviating hunger and homelessness 70%
83%
Fighting the spread of global disease and pandemics 68%
80%
Supporting animal rights 60%
74%
Supporting the creative arts (music, art, literature, etc) 56%
67%
Malaysia Global Total
10
11. 5 Years of Purpose
The Reengineering of Brand Marketing
12. The Power of Purpose
From product innovation and R&D, to
supply chain optimisation and 360
marketing, our study reveals it is the
power of Purpose that is helping to drive
consumer preference in a world where
trust in corporations is low and
differentiation between brands is
negligible
13. Profit + Purpose: The New Normal
It is OK for brands to support good causes and make money at the same time
+33%
90%
79%
80% 76%
70%
70% 68%
60% 57%
50%
40%
30%
20%
2008 2009 2010 2012 Malaysia
13
14. Social Purpose as Purchase Trigger
When quality and price are the same, Social Purpose most important factor
60%
+ 26% 53%
50%
52%
Growth from 2010
• Japan (100%)
43%
42% 41% • China (79%)
40%
• Netherlands (43%)
• Germany (36%)
30% • India (43%)
20%
2012: Malaysia (52%)
2008 2009 2010 2012
14
15. If Quality and Price were the Same…
Social purpose would rank highest as a purchasing factor.
Malaysia Global
12% Social 17% Social
Purpose Purpose
Design or Design or
36% 52% Innovation
55% Innovation
29%
Loyalty to the Loyalty to the
Brand Brand
15
16. Purchase Frequency
47% globally and 54% in Malaysia
purchase cause-supporting brands at
least monthly
Global Malaysia
84%
68% AT LEAST
AT LEAST YEARLY
YEARLY
21% 29%
EVERY 6 TO 12 MONTHS EVERY 6 TO 12 MONTHS
47% 54%
AT LEAST AT LEAST
MONTHLY MONTHLY
16
20. How Important Is It to be Societally-Friendly?
If cost were not a factor:
Would prefer to live in an environmentally- 86%
friendly house than merely a large house 81%
Would rather have a brand that supports the 81%
livelihood of local producers than a designer
brand 81%
Would rather drive a hybrid car than a luxury 84%
car 79%
Want a job that allows them to give back to 67%
society 63%
Malaysia Global Total
20
21. Only 42% of Malaysians see Businesses Addressing
Societal Issues Well
Business in General‟s Performance in Addressing Societal Issues
Excellent/Good 42%
28%
Poor/Very Poor 12%
28%
Excellent 12%
7%
Good 31%
21%
Fair 41%
38%
Poor 10%
22%
Very poor 1%
6%
Don't know / Refused 5%
5%
Malaysia Global Total
21
22. 82% of Malaysians Want More Than Just A Product
“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?”
I'm looking for brands to do more for me today than just provide 82%
me with a product 64%
It is OK for brands to support good causes and make money at the 75%
same time 75%
73%
I have more trust in a brand that is ethically and socially responsible
73%
I would switch brands if a difference brand of similar quality 73%
supported a good cause 73%
I am more likely to recommend a brand that supports a good 72%
cause than one that doesn't 72%
I would help a brand to promote their products or services if there 71%
is a good cause behind them 71%
I want brands to make it easier for me to make a positive 69%
difference in the world 69%
Malaysia Global Total
22
23. Trust & Society
51% say they trust a
company that actively
supports a societal issue,
while only 23% trust a company
that does NOT actively support a
societal issue.
*Photos Courtesy of Sukanto Debnath and hobvias sudoneighm. 23
24. Paying for Purpose
Consumers in SEA willing to pay a premium for Purpose
80%
71%
55% 55% 54%
43% 44% 42%
39% 38%
35% 34%
30% 30% 29% 29% 28%
24
25. Trust and Distrust in Action
How likely would you be to do the following in relation to a company that actively supports a good cause?
Trusted Companies
87%
Buy its products / services
76%
83%
Recommend its products / services
75%
82%
Share positive opinions / experiences about the company
72%
65%
Invest in it
45%
Malaysia Global Total
25
27. It 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%
Malaysia: 87% say it is important for companies to spread awareness of their efforts to address societal issues. Comparatively, 80%
globally share this view. 27
28. Digital & Social Media Central to Communications
Internet Mobile Phone
73% 54%
At least monthly At least monthly
55% 30%
15% 22%
Every 6 - 12 months Every 6 - 12 months
18% 15%
88% 76%
At least yearly At least yearly
73% 45%
Malaysia Global Total
On average, how often do you use the Internet /Mobile Phone to take part in promoting or addressing a societal issue? 28
29.
30. The New Imperative
Rather than merely exercising your
“license to operate,” leading brands
and corporations of the future must
move beyond operational imperatives
and social add-on‟s to establish your
“license to lead.”
31. 5 Years of Learning Informs Us
1 “Purpose” key driver in reengineering brand marketing
2 “Purpose” definitive purchase trigger
3 Malaysia bullish on “Purpose”
4 Operational excellence + societal performance rewarded
5 Corporations earn License to Lead via “Purpose”
31
32. Not IF, but HOW…
LEAD Powerful programs are leader-led
CONSTRUCT Start with depth, not scale
CUSTOMISE Customise 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
32
For reference, we defined societal issues and good causes in the survey as the following:…different societal issues, which include social and environmental issues that impact individuals, local communities, the nation and/or the world, as well as different good causes, which include initiatives that seek to positively benefit others and improve lives.
The goodpurpose® study is Edelman’s annual global intellectual property researchstudy that over the course of five years explores consumer attitudes around social purpose, including their commitment to specific societal issues and their expectations of brands and corporations. The survey was conducted in 16 countries with 8,000 adults (ages 18+), and is the only global, longitudinal study of its kind.
Hungry: Ready for jobs but can’t get anyConcerned for othersVocal: Arab Spring – social media empowered citizens
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)
Inclination towards Purpose has grown considerably across many facets of traditional brand marketing and communication. There has also been dramatic acceptance of companies and brands making doing well while doing good.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)
When quality and price are equal, the most important factor influencing brand choice is Purpose. Across the globe, the prominence of Purpose as a purchase trigger has risen 26% since 2008. Purpose is outpacing design/innovation & brand loyalty…. infusing a brand with an authentic and aligned Purpose provides distinct competitive advantage.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)Note: In the question, “social purpose” is defined as: Benefits others through charity or selfless acts
Consumers in Purpose Bull Markets - have much higher expectations of and engagement with brands and corporations on societal issues. These consumers’ passion and action on behalf of Purpose stands in contrast to consumers in the more mature Purpose “Bear” Markets, like the US and Western EuropeQ40-46. [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 include: China, India, Indonesia, Malaysia, UAE, Brazil. Purpose Bear Markets include: U.S., UK, France, Germany, Italy, Netherlands, Belgium, Japan
As social Purpose’s role in purchasing decisions has increased, purchase frequency has also intensified: 47% of global consumers buy brands that support a good cause at least monthly, a 47% increase from 2010. 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) 10-country global total (excludes Belgium, Indonesia, Malaysia, the Netherlands, Singapore and UAE)
Singapore and Global data are not very differentIn Singapore, if cost were not a factor:84% would prefer to live in an environmentally-friendly house than merely a large house (16%).
Singapore and Global data are not very differentIn Singapore, if cost were not a factor:81% would rather have a brand that supports the livelihood of local producers than a designer brand (19%).
Singapore and Global data are not very differentIn Singapore, if cost were not a factor:79% would rather drive a hybrid car than a luxury car (21%).
Over one million since 2006 ($40 – 60 USD per pair)For every pair of TOMS Shoes purchased, a pair of new shoes is given to a child in need. Over 1,000,000 pairs of shoes have been given to children under the One for One program since TOMS launched in 2006.[18] The canvas shoes have been given to children in more than 20 countries worldwide, including the United States (Louisiana, Kentucky, Mississippi and Florida), Argentina, Ethiopia, Rwanda, Guatemala, Haiti, and South Africa. TOMS are sold at more than 500 stores nationwide and internationally, including Neiman Marcus, Nordstrom, and Whole Foods Market, which features styles made from recycled materials.[19]
Make consumers aware: 80% of global consumers believe it is important for companies to make you aware of their efforts to address societal issues.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
Note: Insights based on results and experience in practice.