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Purpose Bull Markets: 2012 Edelman goodpurpose® Study

PURPOSE BULL MARKETS HOW RAPID GROWTH ECONOMIES ARE TACKLING SOCIETAL IS SUES Rapid Growth Economies are bullish on "purpose"; consumers in these nations have much higher expectations of, and engagement with brands and corporations on societal issues. With the growth of the middle class and corresponding purchasing power, our study reveals these individuals are demonstrating their preference for Purpose across all facets of life. PURPOSE BULL M ARKETS (OR RGES) IN THI S STUDY INCLUDE: BRAZIL U.A.E. CHINA INDIA INDONESIA MALAYSIA The passion and action of these RGE consumers on behalf of Purpose stands in contrast to consumers in the more mature, Purpose Bear Markets like the US and Western Europe. PURPOSE PURPOSE BULL BEAR MARKETS MARKETS 83% 80% 82% 81% 79% 78% 72% 73% 66% 67% 64% 63% 62% 57% Would switch brands if a different Look for brands that do more for them Want brands to Say it is ok for Have more trust in a brands to support good causes and make money. Recommend a Would help a brand promote its products/services if it had a good brand that supports a good cause over brand that's make it easiers for than just provide a product. them to make a ethically/socially responsible. brand supported a good cause. positive difference in the world. one that doesn't cause. The percentage of those who would pay a premium for products and services offered by a company that supports a good cause is much higher in RGE markets when compared to non-RGE markets. 80% Not only are RGE consumers willing to pay more, they are also purchasing brands that support a good cause with greater frequency than non-RGE markets. 71% 55% 54% 55% 62% 42% 32% 37% 19% 22% BEAR MARK. BRAZIL U.A.E. CHINA INDIA INDONESIA MALAYSIA : AT LEAST MONTHLY EVERY SIX TO 12 MONTHS From buying, to sharing, to donating, to volunteering, to praising and punishing organizations that do not participate in causes, RGE consumers are taking action on behalf of Purpose. of individuals globally personally support a good cause; however, this level of involvement is overall 60% higher in Purpose Bull Markets. PERSONAL INVOLVEMENT PERSONAL ACTIVITIES OVER THE PAST YEAR PURPOSE 78% BEAR DONATED MONEY 52% MARKETS 63% VOLUNTEERED IN MY COMMUNITY 23% 44% 48% PURPOSE DONATED TIME/EXPERIENCE 123% BULL 44% MARKETS PARTICIPATED IN FUNDRAISING SUPPORTED BY BRAND/CORP. 12% |26% YES Purpose Bull Market activity is not limited to the offline world. These consumers are more likely to take advantage of the internet and mobile connectivity to promote or address societal issues than Purpose Bear Market consumers. 78% 82% 69% 71% 73% 71% 72% 76% 76% 66% 66% 60% 44% 29% At Least BEAR MARK. BRAZIL U.A.E. CHINA INDIA INDONESIA MALAYSIA At Least BEAR MARK. BRAZIL U.A.E. CHINA INDIA INDONESIA MALAYSIA Monthly Yearly WELCOM E TO THE NEW PURPOSE BULL MARKETS AND THE RG E CONSUMER, DRIVEN AS MUCH BY PURP OSE AS BY PROFIT. 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

Purpose Bull Markets: 2012 Edelman goodpurpose® Study

shared by EdelmanPR on Apr 26
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Edelman’s 2012 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 ...

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