Social responsibility is still a selling point for consumers, says Edelman survey

Eight out of ten consumers are willing to change their consumption habits to help make the world a better place to live, says Edelman survey.

Mitch Markson: consumers still care
Mitch Markson: consumers still care

Edelman surveyed 6000 people in ten countries to research how consumers felt about the relationship between brands and good causes.

It found that despite the recession, more consumers would recommend a socially responsible brand than last year.

Over 60 per cent have purchased a brand that supports a good cause even if it wasn’t the cheapest brand, and a further 67 per cent would switch brands if another brand of similar quality supported a good cause.

Edelman’s chief creative officer Mitch Markson said ‘sustained engagement with good causes has become a new criterion for social status and good social behaviour. This gives companies and brands that become associated with a positive and worthy cause an opportunity to build long-term relationships with consumers. These relationships, in turn, allow consumers to feel valuable within their communities and social sets.’

Separately, Edelman has appointed professor Noreena Hertz and Julia Hobsbawm as strategic advisers to the UK business. Both will work closely with CEO Robert Phillips and the leadership team.

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