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Purpose Gets Personal: 2012 Edelman goodpurpose® Study

PURPOSE GETS PERSONAL DISCOVERING THE “ME IN WE" IN TACKLING S OCIETAL ISSUES Amidst today's persistent economic challenges and cultural upheaval, consumers seek to balance their personal gains with societal gains as they take action to positively impact societal issues within their communities and country. As the disparity between the haves and have-nots continues, more and more consumers are discovering the me (personal need) in we (the common good). WHO'S M OST RESPONSIBLE ? GLOBALIZATION OF NEED For the first time ever %24 85% in the US, consumers believe "people like me" are the most responsible to address societal issues, bypassing government and corporations. Roughly half of global consumers say that the responsibility of “people like me" to address societal issues has increased over the past year. Of those surveyed around the world say they have been affected by the economic downturn in some way. THE POWER OF ME ME: MOTIVATED On a global scale, people are more motivated to take on societal issues out of a desire to improve society large-the we; in the US, however, consumers are motivated by needs closer to home-the me. 58% 49% 52% 44% 50% 53% 49% 49% GLOBAL USA 30% 30% 21% 22% 25% 21% 18% 13% 9% 6% Realizing that society overall would improve Realizing that the lives of my friends and family would improve Wanting to work against people and/or groups that oppose a societal issuel care about Realizing that my own life would improve Being angry that more is not Being personally affected by a societal issue Receiving a tangible incentive, such as coupons, monetary rewards and free prizes Receiving praise or recognition from family, friends or colleagues Receiving criticism or ridicule from family, friends or colleagues for not addressing a societal issue being done ME: INFLUENCER ME: IN A CTION The belief that “people like me" have more power and influence in their respective societies compared to five years ago tends to be strongest among Rapid Growth Economies. Global consumers are personally engaged in addressing societal issues, though Asia's engagement is especially high. of respondents from around the world take part in activities to 89% address societal issues. PERCENT THAT AGREES 60% of global society is personally involved in supporting a good /0 cause. BELGIUM CANADA UK NETHERLANDS GERMANY FRANCE 77% USA ITALY JAPAN UAE CHINA of Chinese respondents donated money in the last year. INDIA 70% of Indonesians say it's equally important to address issues that impact them personally and society overall. INDONESIA MALAYSIA BRAZIL SINGAPORE The Asian region is significantly more likely to volunteer than any other region. GROWTH IN PERSONAL INVOLV EMENT EXPERIENCED THE HIGHEST INCREASES IN PERSONAL INVOLVEMENT. 37% 23% 18% 16% 10% BETWEEN 2010 & 2012 CONSUMERS IN JAPAN GERMANY BRAZIL ITALY NETHERLANDS THIS IS A NEW WORLD IN WHICH THE CITIZEN CONSUMER HAS BEEN UNLEASHED AND EMPOWERED. COMPANIES, BRANDS, AND GOVERNMENTS BEWARE. Edelman's global goodpurpose study, now in its fifth year, explores consumer attitudes around social purpose, FIVE including their commitment to specific societal issues and their expectations of brands and corporations. The Created By COLUMN Edelman study is conducted online 16 countries with 8,000 consumers (18+). For more information,

Purpose Gets Personal: 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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