CSR: Global Recession or Not, Consumers Willing to Support Brands with Social Purpose

CSR executives must be excited by key findings in the 3rd Annual Edelman goodpurposeTM Consumer Study released late in 2009. A total of 6,000 respondents from 10 countries were surveyed, and a whooping 83% said they would be willing to shift their consumption behaviors if "it can help make the world a better place to live."

Of the country representatives from the UK, France, Germany and Italy, three out of four folks said they would be willing to shift their buying habits if they can make the earth a better place to live. And even though Americans are less likely to donate funds to good causes because of the current economic crisis, 85% of them said they'd be willing to shift their consumption routines to improve the world, and 65% of them indicated that they seek brands and companies that simplify that opportunity for them. Right. But how should CSR personnel take such findings when navigating tough economic times?

Turns out the survey results reveal that in tough and come-back economies, those brands that seek and contribute to social purposes that represent a good match for that company's business, they'll keep on benefiting. About 64% of worldwide participants indicated that they'd recommend a company that aids a good cause. CSR officers, are you playing attention? According to Mitch Markson, chief creative officer, brand president and founder of goodpurpose, companies whose brands are associated with worthy causes create open channels for those companies to establish long-term relationships with clients.

"People are demanding social purpose," says Markson, "and brands are recognizing it as an area where they can differentiate themselves and in may parts of the world, not only meet governmental compliance requirements, but also build brand equity," he says. According to Markson, the 2009 study demonstrates that "if companies can respond intelligently to the sea change in consumer attitudes, brand loyalty among consumers--even during seriously challenging economic times--will actually grow. Even better, consumers will want to share their support of these brands with others." Does this mean that any CSR program that makes a donation to a worthy cause immediately goes to the front of the line as a company to support? Not entirely.

In order for that brand to gain the customer's trust, somehow that CSR executive must ensure that the purpose of the brand is authentic, represents that brand's true core values and that it looks "beyond traditional corporate social responsibility programs in which they simply donate money to a good cause." Approximately 66% of survey respondents believe that it's not sufficient anymore for companies to just give currency, "but that they must integrate good causes into their day-to-day business."

Edelman representative Latraviette Smith offers the following additional highlights from the 2009 survey:

"70% prefer an eco-friendly house to a big house
68% feel that it is becoming more unacceptable not to make efforts to show concern for the environment and live a healthy lifestyle
67% prefer a hybrid car to a luxury car
64% expect brands today to support a good cause
61% have bought a brand that supports a good cause even if it wasn't the cheapest brand
59% have a better opinion of corporations that integrate good causes into their business no matter why they do so
57% say a company or brand has earned their business because it has done its part to support good causes
56% believe societal and corporate interests should have equal weight in business decisions"