Edelman’s goodpurpose study shows consumer shift towards social good

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‚Äôs 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.

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