BRIC consumers have higher cause expectations than Americans

NEW YORK: In emerging markets, more consumers expect brands to support good causes than consumers in America, according to findings from Edelman's goodpurpose study.

NEW YORK: In emerging markets, more consumers expect brands to support good causes than consumers in America, according to findings from Edelman's goodpurpose study.

Eight in 10 consumers in Brazil, Mexico, China, and India expect brands to do something to support a cause, while in comparison 63% of Americans agreed with that statement.

Other findings indicate Americans believe companies should focus on society issues as much as business issues.

Eight-seven percent of Americans said that businesses need to place at least equal weight on society's interests as on those of business and 80% feel corporations are in a powerful position to make a positive impact on good causes.

“Cause marketing as we know it is dead,” said Carol Cone, MD and EVP of brand and corporate citizenship at Edelman. “Companies and brands need to authentically adopt a social issue that is in alignment with its capabilities. It needs to be more than just writing a check."

In regard to the high numbers coming out of the emerging markets, Mitch Markson, chief creative officer at Edelman said that consumers in emerging markets are more empathetic because they are closer to cause and need. The longer the recession lasts in the US, he said, consumers here will also be closer to the need.

The top issue consumers in the US said they are most concerned about was alleviating hunger and homelessness followed by stopping relationship violence and abuse and supporting human and civil rights. Globally, the top issue was protecting the environment followed by improving the quality of healthcare and stopping relationship violence and abuse.

There study included responses from 7,000 consumers across 13 countries ages 18-64.

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