An new study released by public relations firm Edelman found that consumers will switch to products that "make tomorrow’s world a better place." According to the study, "Eighty-five percent of consumers around the world are willing to change the brands they buy or their consumption habits to make tomorrow’s world a better place. Over half (55%) would help a brand “promote” a product if there was a good cause behind it."
Edelman dubs this shift in awareness as "Mutual Social Responsibility" in which consumers seek companies that prioritize corporate social responsibility. A survey concluded for the study found "88% of consumers feel it is their duty to contribute to a better society and environment. Among all respondents, “helping others and contributing to the community” was cited as the second most important source of personal contentment, after “spending time with family and friends.”
Discussion
By Dr Joe on Nov 21, 2007
I have seen these studies for almost thirty years. They are never true. The main reason is that the brands react before the customers get a chance to change. Also, most marketers of what are now referred to as "green" brancs market their new products at premium prices. There is not a major consumer goods company in the world that does not, either by choice or regulation, find something in their product content or packaging that cannot be claimed as good, benign, or low impact. Such is the strength of the 35-year old environmental movement. To not address such issues today is consumer goods marketing suicide. But, at least the study makes Edelman feel warm and fuzzy.
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