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Five Years of Purpose: 2012 Edelman goodpurpose® Study

FIVE YEARS OF P URPOSE THE REE NGINEERING OF BRAND M ARKETING Over the past five years, global consumer attitudes toward social purpose have contributed significantly to the evolution of marketing and communications. Whether at the core of business operations or at the heart of a brand proposition, Purpose is inventing, motivating, and even reengineering brand marketing. It's no longer a question of whether Purpose can drive brand strategy; it's a question of how to do it better. DOING WELL WHILE RAPID GROWTH DOING G OOD The rise in acceptance of brands that do well while doing good demonstrates that brand marketing has entered a new Purpose paradigm. DO SOMETHING THAT MATTERS The most significant growth from 2010 to 2012 in social purpose as a factor in brand selection (when quality and price are equal) occured in: 99 76% +100% 68% 70% +79% 57% +43% +43% +36% 2008 2009 2010 2012 The percent of consumers who believe it is OK for brands to support good causes and make money at the same time has RISEN BY 33% SINCE 2008. JAPAN CHINA INDIA NETHERLANDS GERMANY SOCIAL PURPOSE When quality and price are equal, social purpose ranks as the most important factor in selecting a brand. 553% 542% 43% 5 41% Social purpose as a purchase trigger when quality and price are equal has grown by 26% SINCE 2008 2008 2009 2010 2012 PURCHASE FREQUENCY As social purpose's purchase influence has increased, so has purchase frequency of brands that support good causes. FREQUENT PURCHASERS 2012 : MORE LIKELY TO: TEND TO BE: 2010 Buy a product/service from a company that supports good causes Millennials and Gen-X'ers 32% 47% Employed at management level or above : Recommend a product/service from a company that supports good causes Married "AT LEAST MONTHLY" PURCHASES INCREASED BY 47%. Switch brands if a different brand of similar quality supported a : good cause Moms PREFERENCE FOR PURPOSE Consumers are recommending, promoting, and switching brands based on their affiliation with a cause. 2008 64% 63% 52% 72% 71% 59% 62% 73% 67% 63% 2009 39% 53% 34% 9% INCREASE SINCE 2008 INCREASE SINCE 2008 INCREASE SINCE 2009 2010 2012 | am more likely to recommend a brand that supports a good cause than one that doesn't. I would help a brand to promote their products or services if there is a good Cause behind them. | would switch brands if a different brand of similar quality supported a good cause. THE POWER OF PURPOSE DRIVES CONSUMER PREFERENCE IN A WORLD WHERE TRUST IN CORPORATIONS IS LOW AND DIFFERENTIATION BETWEEN BRANDS TENDS TO BE NEGLIGIBLE. 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

Five Years of Purpose: 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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