Citizens Engage! Edelman goodpurpose® Study 2010FOURTH ANNUAL GLOBAL CONSUMER SURVEY
“We Make a Living
By What We Get,
But We Make a Life
By What We Give”
Winston Churchill
THE RISE OF GLOBAL CITIZENSHIP
consumer, the citizen brand
Social mediacontinues to drive
social purpose
Global issues arelocal concerns
A Purpose “Reset”
Emerging marketstake the lead
86% of global consumers
believe that business needs to place at least equal weight on society’s interests as on business’ interests.
Q33. (Equal weight + more weight on society’s interests) Global (excludes UAE)
Edelman 2010 goodpurpose® Study
THE RISE OF THE “CITIZEN CONSUMER”
COP 15 Copenhagen Summit considered a failure
Citizen journalism spreads support
for Iran
Global citizens unite around disaster in Haiti in unprecedented numbers
Outpouring of support for local communities affected by BP crisis
STITCH TOMORROW – PHILIPPINES
"Stitch Tomorrow would provide underprivileged teens with the resources, capital and education to start their own fashion lines and sustainable source of income, using recycled materials found in their local neighborhoods and villages."
Carmina MancenonPhilippines
Social EntrepreneurAge 16
UNITED NATIONS CALL TO ACTION
GOVERNMENTS RESPOND
UK Tories launch big society
India’s Parliament introduces Bill to require largest companies to donate 2% of their net profits to CSR activities.
Performance with Purpose
“Our belief that our financial
success — Performance —
must go hand-in-hand with our
social and environmental
responsibilities — our Purpose.”
Indra NooyiChairman &CEO, PepsiCo.
BUSINESS PUTS PURPOSE OUT FRONT
“As businesses, we have a responsibility to society. Let me be clear about this point. There is
no conflict between delivering value to shareholders and helping solve bigger societal
problems.”
-H. Lee Scott Jr., Walmart Chairman and Former CEO
National Retail Federation
January 12, 2009
A PURPOSE “RESET”?
Is purpose becoming institutionalized across corporate and marketing spectrum?
BACK TO BASICS?: Jobs and economic development
Will marketing change from
selling more widgets to providing more
substance?
Can purposedrive profit?
Is lessnow more?
guynameddave.com/
100-thing-challenge
UK
500
FOURTH ANNUALGLOBAL CONSUMER STUDY2010
FRANCE
500GERMANY
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…
WHAT CAUSES DO GLOBAL CONSUMERS CARE ABOUT THIS YEAR?
Q6. (Top 2 Box, Care) Global (excludes UAE)
BUT DIFFERENCES EXIST IN LOCAL MARKETS
Q6. (Top 2 Box, Care) U.S.
EMERGING MARKETS TAKE THE LEAD
CONSUMER ACTIONISM GREEN AS ECONOMIC LEVER
FOUR STORIES EMERGE FROM OUR STUDY
THE FIFTH P OF MARKETING IS PURPOSE
EMERGING MARKETS TAKE THE LEADCitizens in the world’s fastest growing markets – China, India, Brazil, Mexico – have outpaced their peers as most engaged in supporting good causes.
“I volunteer once a week”
26% Brazil
Q11. On average, how often do you give your time or volunteer in support of a good cause? (Once a week; Once a month; NET: Every 6-12 months)
CONSUMERS IN EMERGING MARKETS VOLUNTEER MORE TIME
I volunteer once a week
I volunteer every 6-12 months
I volunteer once a month
Brazil: 26%
Mexico: 19%
US: 14%
France: 13%
EMERGING MARKETS FEEL MORE INVOLVED
Q9. More Involved (Net)
I feel I am more involved in good causes now than I was a year ago.
Brazil: 64%Mexico: 68%
VOLUNTEERS IN BRAZIL
“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.”
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)
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 promotetheir 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.
INDIA78%
CHINA77%
BRAZIL80%
Q16. (Top 2 box, Agree)
GLOBAL61%
GLOBAL62%
GLOBAL62%
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%
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%
THE FIFTH “P” OF MARKETING IS PURPOSEThe age-old marketing mix of Product, Price, Place and Promotion are now joined by a fifth “P”…Purpose.
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. (First ranked response) Global (excludes UAE)
CONSUMERS WILLING TO PAY MORE FOR A CAUSE
Q24A-Q26B. (Split sample) Global (excludes UAE)
Willing to pay 5% more
Wiling to pay 10% more
56%51% 51%
45% 47%
41%
Beverage Clothing Appliance
CONSUMERS TAKE ACTION TO SUPPORT COMPANIES WITH PURPOSE
BUY its products or services
RECOMMEND its products or services
SHARE positive opinions and experiences
66%
66%
64%
Q39-44. (Top 2 box, Likely) Global (excludes UAE)
THE BIG REWARD FROM GLOBAL CONSUMERS
62% would switch brands if a
different brand of similar quality supported a good cause.
Q16. (Top 2 box, Agree) Global (excludes UAE)
CONSUMER WILLINGNESS TO PROMOTE BRANDS WITH A CAUSE JUMPS
Q16. [TRACKING] (Top 2 Box, Agree) Global (excludes Mexico, the Netherlands, UAE)
GAP RED
+ 9
“I would help a brand to promote their products or services if there is a goodcause behind them.”
… 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 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)
“WHICH BRAND OR BRANDS COME TO MIND AS PLACING AS MUCH OR MORE IMPORTANCE ON SUPPORTING A GOOD CAUSE AS THEY PLACE ON PROFITS?”
Global consumers respond on an unaided basis:
US
PepsiNewman’s Own
NikeTide
Canada
McDonald’sDoveTim Horton’sDawn
UK
Fair TradeOxfamTescoTraidcraft
France
DanoneNestleMax HavelaarCarrefour
Germany
KrombacherPampersFair TradeAddidas
Italy
CoopNikeBarillaAltromercato
Netherlands
Max HavelaarFair TradeNikeAddidas
Brazil
NaturaYpêNestleOmo
Mexico
DanoneCoca ColaBimboNestle
China
Nongfu Spring
WanglaojiMengiu MilkYili
India
TideArielTataColgate
Japan
VolvicSuntorySonyToyota
UAE
McDonald’sPanasonicTataUNICEF
Q15. (Open ended response)
CONSUMER ACTIONISMConsumers want to work alongside brands and corporations to develop the best ideas for solving the world’s problems, then tackle them head on.
INVOLVEMENT WITH GOOD CAUSES STRONG: SIGN OF CONSUMER ACTIONISM
Q8., Q9. (NET: More involved) Global (excludes UAE)
One-third believe they are more involved in good causes now than they were one year ago
56% of consumers areinvolved in good causes…
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)
CONSUMERS WANT TO PARTNER WITH BRANDS
71% believe brands and
consumers could do more to support good causes by working together
63% want brands to make it
easier for them to make a positive difference
Q17. & Q16. (Top 2 Box, Agree) Global (excludes UAE)
64% believe it is no longer enough for corporations to give money; they must integrate good causes into their everyday business
CONSUMERS EXPECT CORPORATIONS TO INVEST IN PURPOSE
Q32. (Top 2 Box, Agree) Global (excludes UAE)
61% have a better opinion of corporations that integrate good causes into business, regardless of why they do so
GREEN AS ECONOMIC LEVERCitizens believe that sustaining the environment can help grow the economy.
“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)
GOVERNMENT AND CORPORATIONS MUST PLAY ROLE
Q32. & Q57. (Top 2 Box, Agree), Global (excludes UAE)
72% expect corporations to take actions to preserve and sustain the environment
73% agree government and business need to work together more closely to ensure the environment is protected
64% would support legislation that requires
corporations to meet certain environmental standards even if it would negatively impact a corporation’s profits
62% would support legislation that requires
government to fund partnerships between public and private organizations to help protect the environment
PUBLIC SUPPORT FOR ENVIRONMENTAL LEGISLATION IS STRONG
Q57. (Top 2 Box, Agree) Global (excludes UAE)
NEW SOCIAL PURPOSE ACTIVATORS
“Mother Nature Network WorldShares allows members to earn credits by using the site and turn those credits into real donations for not-for-profits.
ammado connects nonprofits, socially responsible companies and engaged individuals and supplies the tools necessary to support online campaigning, fundraising, engagement and communication.
TakePart is an independent online community that connects its members directly to the issues that inspire them to engage, contribute and take action.
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
FOUR YEARS IN, WE’RE LEARNING…
After quality and price, purpose trumps design, innovation and brand loyalty
Consumers consistently recommend, promote and buy brands with a social purpose
There is no one “killer-cause” …there are many
Profit and purpose are no longer strange bedfellows
BRANDS AND COMPANIES WEIGHING IN MANY DIFFERENT WAYS…
Helping brands and companiesintegrate purpose into their core business proposition and marketing efforts.
SO, HOW CAN YOU ENGAGE?
THE GOODPURPOSE POINT OF VIEW
APPLY
MATCH
ENGAGE
MEASURE
“MUTUAL SOCIAL RESPONSIBILITY”
YOUR BUSINESS PURPOSE TO A HIGHER SOCIAL PURPOSE
YOUR PUBLIC
“RETURN ONINVOLVEMENT”
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
“BE THE CHANGE YOU WANT TO SEE IN THE WORLD.”MAHATMA GANDHI
“BE THE CHANGE YOU WISH TO SEE IN THE WORLD.”MAHATMA GANDHI
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