Bull & Bear Markets- Analysis: 2012 Edelman goodpurpose® Study

BULL & BEAR MARKET ANALYSIS 87% of consumers believe business should place at least equal weight on society's interests as on business' interests. However, the passion and action of Purpose Bull Markets consumers on behalf of Purpose societal issues stands in contrast to consumers in more mature Purpose Bear Markets like the US and Western Europe. For example: PURPOSE PURPOSE BULL BEAR MARKETS MARKETS 2009 2010 2012 I am personally involved in supporting a good cause? 94% 89% 66% 48% 26% 42% 38% 39% VS. CHINA GERMANY I want brands to make it easier for me to make a positive difference in the world. 79% 73% 62% 55% 55% 54% 27% -2% VS. INDIA UK I buy a brand that supports a good cause on a monthly basis. 22% 47% 43% -9% VS. BRAZIL US Edelman's global goodpurpose study, now in its fifth year, explores consumer attitudes around social purpose, including their commitment to specific societal issues and their expectations of brands and corporations. The study is conducted online in 16 countries with 8,000 consumers (18+). For more information, visit www.purpose.edelman.com. Created By COLUMN FIVE Edelman