According to the second annual Edelman goodpurpose study, a majority of consumers are willing, even during an economic downturn, to change their brand loyalties to companies that do good as opposed to others. Also, the report uncovers that environment tops the list of consumer concerns, followed by health, poverty and education.
Other interesting findings were:
- 80% of consumers feel that during a recession, it is still important for brands and companies to set aside money for social purpose;
- Nearly seven in 10 (68%) consumers around the world say that during a recession they would remain loyal to a brand if it supports a good cause;
- 71% say that when they think about the economic downturn, they have either given the same or more time and money to good causes;
- 42% of consumers say “helping others and contributing to my community” brings them the strongest feelings of contentment, but only 25% of people gain contentment from the shopping experience;
- 76% say they like to buy brands that make a donation to worthy causes;
- 82% of consumers globally say they can personally make a difference by supporting good causes; and
- 83% of consumers are willing to change their own consumption habits to help make tomorrow’s world a better place.