The study was compiled by Goodpurpose, a cross-practice, cross-country consultancy from Edelman that looks into using social causes to connect brands with consumers. The survey questioned over 6000 people in 10 countries.
The findings indicate that generally the current economic climate has not had a negative effect on contributions to good causes.
Mitch Markson, president of Edelman's Global Consumer Brands practice and founder of Goodpurpose noted that 58 per cent of consumers agree with brands supporting good causes and making money. He said: ‘Marrying profits and purpose may prove to be a powerful strategy during these harsh economic times.'
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