Edelman Public Relations has just released its 2nd annual study of consumer thoughts around social good.
Based on a survey of 6000 people across ten countries, some of the findings really support our contention that the efficacy of traditional channels is waning and that a groundswell of interest in social good is on the rise:
- Only 25% of people find contentment from the shopping experience
- Over 83% of consumers are willing to change consumption habits to make tomorrow’s world a better place
- 63% of consumers think brands spend too much on marketing/advertising and should put more into a good cause
- Globally, 80% of consumers feel that during a recession, it is still important for brands and companies to set aside money for social purpose
This thorough, thoughtful study can be investigated further at Edelman’s GoodPurpose Community.