Edelman ups social impact in latest unit

NEW YORK: A recent Edelman survey found that 85% of consumers around the world are willing to change the brands they buy or their consumption habits to contribute to a better society and environment.

NEW YORK: A recent Edelman survey found that 85% of consumers around the world are willing to change the brands they buy or their consumption habits to contribute to a better society and environment.

The survey conducted by StrategyOne enlisted feedback from 5,500 consumers, ages 18 to 55, across nine countries.

Results from the survey supported Edelman's decision to introduce a new division, "goodpurpose," which will help brands that wish to be leaders in issues of social import or positive causes.

More than half (55%) of respondents said they would help promote a brand's product if there was a good cause attached to it.

"Goodpurpose delivers on the momentum of what's happening with the enthusiasm behind consumers, media, and online," said Bronwyn Fenton, SVP, global consumer brands, Edelman.

Fenton said that during the last three to four years, extensive research has been devoted to examining attitudes toward the environment. And according to its survey, the environment is what consumers care about most. But there are other areas of lifestyle that interest consumers, too.

"People [around] the world are equally concerned and supportive in a couple of different areas, including health equality, education, poverty, and cultural diversity," Fenton noted. But authenticity is required in engaging consumers around the world, and involving them in this joint effort.

"Consumers will want to know what their return on [both] investment and involvement is," he said. "The whole concept of mutual social responsibility is important in the context of building campaigns and programs that are going to deliver all the goals."

Goodpurpose was founded by Mitch Markson, Edelman's president of global consumer brands.

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