Edelman Consumer Study released their new findings regarding support for “good cause” advertising and companies.
According to the study, 57% of consumers globally say a company or brand has earned their business because it has been doing its part to support good causes, with China leading the Asian countries at 85% followed by India at 84%. Further, 67% said they would switch brands if another brand of similar quality supported a good cause with Brazil leading this list at 83% followed by Italy at 74%.
Other interesting findings in the study were:
- 70% of people would prefer to live in an eco-friendly house than merely a big house (30%)
- 69% would rather have a brand that supports the livelihood of local producers than a designer brand (31%)
- 67% would rather drive a hybrid car than a luxury car (33%): Japan and France were the highest
As suggested by the report, the biggest global social changes include:
- 83% of respondents are willing to change consumption habits if it can help make the world a better place to live
- 71% of respondents think brands and companies spend too much on advertising and marketing and should put more into good causes
- 64% would recommend a brand that supports a good cause - up from 52% last year globally
- 59% would help a brand promote its products if there was a good cause behind it - up from 53% last year
- 44% are aware of brands that actively support good causes through their products and services, up from 33% twelve months ago.
This is in par with what kids are doing as well. On a separate study by Scholastic, these are the findings on how children are helping the environment:
- Turning off electrical appliances when not in use (40%)
- Recycle all paper, plastic and cans (38%)
- Volunteer to raise awareness (17%)
- Nothing (5%)
The overwhelming majority of kids (66%) believe the responsibility of saving the environment falls to their generation. Only 18% believe it is the government’s responsibility.
This is when parents need to give themselves an A. According to World Vision, a non-profit organization, more teens volunteer to support a charitable cause than have a part-time job (56% vs. 39%). Parents are the main influence on their teens’ altruistic behaviors. 91% of parents say they try to emphasize the importance of charity to their teens. Parents are more likely to donate money (77% vs. 26%), while teens are more likely to donate their time (56% vs. 46%).
Keep it up!
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