good purpose 2010 italia

Citizens Engage! Edelman goodpurpose® Study 2010 FOURTH ANNUAL GLOBAL CONSUMER SURVEY

UK 500

FOURTH ANNUAL GLOBAL CONSUMER STUDY 2010

FRANCE 500

GERMANY 500

ITALY 500

INDIA 500

CHINA 1000

JAPAN 500

CANADA 500

MEXICO 500

BRAZIL 500

StrategyOne surveyed 7,000+ consumers across 13 countries, aged 18‐64

UAE 250

NETHERLANDS 500

US 1000

WHAT CONSUMERS HAVE TO SAY…

THE RISE OF GLOBAL CITIZENSHIP

Social media conEnues to drive social purpose

Global issues are local concerns

A Purpose “Reset”

Emerging markets take the lead

86% of global consumers believe that business needs to place at least equal weight on society’s interests as on business’ interests.

Q33. (Equal weight + more weight on society’s interests) Global (excludes UAE)

Edelman 2010 goodpurpose® Study

WHAT CAUSES DO GLOBAL CONSUMERS CARE ABOUT THIS YEAR?

Q6. (Top 2 Box, Care) Global (excludes UAE)

BUT DIFFERENCES EXIST IN LOCAL MARKETS: ITALY

Q6. (Top 2 Box, Care) Italy

56%

58%

62%

64%

65%

65%

65%

67%

68%

70%

70%

71%

71%

71%

71%

72%

82%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

FIGHTING THE SPREAD OF GLOBAL DISEASE AND PANDEMICS.

SUPPORTING THE CREATIVE ARTS.

AIDING IN DISASTER RELIEF*

ALLEVIATING HUNGER AND HOMELESSNESS.

EMPOWERING WOMEN AND GIRLS.

PROMOTING SOCIETAL HEALTH AND WELLNESS.

REDUCING POVERTY.

HELPING TO RAISE PEOPLE'S SELF-ESTEEM.

EQUAL OPPORTUNITY TO EDUCATION.

ENCOURAGING TOLERANCE FOR PEOPLE WHO ARE DIFFERENT FROM YOU.

SUPPORTING ANIMAL RIGHTS.

IMPROVING THE QUALITY OF HEALTHCARE.

STOPPING RELATIONSHIP VIOLENCE AND ABUSE.

SUPPORTING HUMAN AND CIVIL RIGHTS.

SUPPORTING LABOR RIGHTS.

BUILDING UNDERSTANDING AND RESPECT FOR OTHER CULTURES.

PROTECTING THE ENVIRONMENT.

BUT DIFFERENCES EXIST IN LOCAL MARKETS

Q6. (Top 2 Box, Care) U.S.

“I volunteer once a week”

26% Brazil

Q11. On average, how oUen do you give your Vme or volunteer in support of a good cause? (Once a week; Once a month; NET: Every 6‐12 months)

CONSUMERS IN EMERGING MARKETS VOLUNTEER MORE TIME

I volunteer once a week

I volunteer every 6‐12 months

I volunteer once a month

Brazil: 26%

Mexico: 19%

US: 14%

Italy: 17%

India: 27%

Mexico: 27%

US: 22%

ITALY: 21%

China: 63%

India: 46%

US: 31%

ITALY: 27%

EMERGING MARKETS ARE MOST WILLING TO BUY BRANDS THAT SUPPORT GOOD CAUSES

Consumers who buy a brand that supports a good cause at least every twelve months.

Q20. (Net: at least every twelve months)

EMERGING MARKETS TAKE ACTION TO SUPPORT SOCIAL PURPOSE BRANDS

“I am more likely to recommend a brand that supports a good cause

than one that doesn’t.”

“I would help a brand to promote their products or services if there is a

good cause behind them.”

“I would switch brands if a different brand of similar quality supported a

good cause.”

More than 7 in 10 consumers in the emerging markets would take acEon to support social purpose brands.

INDIA 78%

CHINA 77%

BRAZIL 80%

Q16. (Top 2 box, Agree)

GLOBAL 61%

GLOBAL 62%

GLOBAL 62%

EMERGING MARKETS EXPECT BRAND INVOLVEMENT IN GOOD CAUSES

“I have more trust in a brand that is ethically and socially responsible.”

Brazil: 81% China: 78% Mexico: 78% India: 77%

Q17. & Q16. (Top 2 box, Agree)

8 in 10 consumers in the India, China, Mexico and Brazil expect brands to donate a porEon of their profits to support a good cause.

Global: 65% Italy: 62%

GLOBALLY, SOCIAL PURPOSE REMAINS KEY PURCHASE MOTIVATOR

When choosing between two brands of equal quality and price…

Social purpose conEnues to rank as the number one deciding factor for global consumers above design, innovaEon and brand loyalty.

Q23. (First ranked response) Global (excludes UAE)

CONSUMERS WILLING TO PAY MORE FOR A CAUSE

Q24A‐Q26B. (Split sample) Global (excludes UAE)

Willing to pay 5% more Wiling to pay 10% more

56% 51% 51%

45% 47% 41%

Beverage Clothing Appliance

CONSUMERS TAKE ACTION TO SUPPORT COMPANIES WITH PURPOSE

BUY its products or services

RECOMMEND its products or services

SHARE posiVve opinions and experiences

66%

66%

64%

Q39‐44. (Top 2 box, Likely) Global (excludes UAE)

THE BIG REWARD FROM GLOBAL CONSUMERS

62% would switch brands if a different brand of similar quality supported a good cause.

ITALY: 65%

Q16. (Top 2 box, Agree) Global (excludes UAE)

CONSUMER WILLINGNESS TO PROMOTE BRANDS WITH A CAUSE JUMPS

Q16. [TRACKING] (Top 2 Box, Agree) Global (excludes Mexico, the Netherlands, UAE)

GAP RED

+ 9

“I would help a brand to promote their products or services if there is a good cause behind them.”

… BUT ALSO WILLING TO PUNISH

Q45‐49. (Top 2 box, Likely) Global (excludes UAE)

Europe 32%, Italy 42%




CONSUMERS EXPECT PURPOSE INGRAINED INTO THE MARKETING MIX

68% agree brands should promote good causes through adverEsing to help raise public awareness

Italy 68%

67% expect brands to donate a porEon of their profits to support a good cause Italy 67%

Q17. (Top 2 box, Agree) Global (excludes UAE)

“WHICH BRAND OR BRANDS COME TO MIND AS PLACING AS MUCH OR MORE IMPORTANCE ON SUPPORTING A GOOD CAUSE AS THEY PLACE ON PROFITS?”

Global consumers respond on an unaided basis:

Newman’s Own

Canada

McDonald’s Dove Tim Horton’s Dawn

UK

Fair Trade Oxfam Tesco TraidcraU

France

Danone Nestle Max Havelaar Carrefour

Germany

Krombacher Pampers Fair Trade Addidas

Italy

Coop Nike Barilla Altromercato

Netherlands

Max Havelaar Fair Trade Nike Addidas

Brazil

Natura Ypê Nestle Omo

Mexico

Danone Coca Cola Bimbo Nestle

China

Nongfu Spring Wanglaoji Mengiu Milk Yili

India

Tide Ariel Tata Colgate

Japan

Volvic Suntory Sony Toyota

UAE

McDonald’s Panasonic Tata UNICEF

Q15. (Open ended response)

INVOLVEMENT WITH GOOD CAUSES STRONG: SIGN OF CONSUMER ACTIONISM

Q8., Q9. (NET: More involved) Global (excludes UAE)

One‐third believe they are more involved in good causes now than they were one year ago

56% of consumers are involved in good causes… Italy 38%

Which one of the following enEEes do you think should be doing the most to support good causes?

CONSUMERS FEEL MORE EMPOWERED TO SUPPORT GOOD CAUSES

-10

+5

Q7. [TRACKING] Global (excludes Mexico, the Netherlands, UAE)

CONSUMERS WANT TO PARTNER WITH BRANDS

71% believe brands and consumers could do more to support good causes by working together

Italy 66%

63% want brands to make it easier for them to make a posiEve difference

Q17. & Q16. (Top 2 Box, Agree) Global (excludes UAE)

64% believe it is no longer enough for corporaVons to give money; they must integrate good causes into their everyday business Italy 62%

CONSUMERS EXPECT CORPORATIONS TO INVEST IN PURPOSE

Q32. (Top 2 Box, Agree) Global (excludes UAE)

61% have a beler opinion of corporaEons that integrate good causes into business, regardless of why they do so Italy 56%

“GREEN IS GREEN”

71% of global consumers believe projects that protect and sustain the environment can help grow the economy Italy 67%

Demand highest in emerging markets and US. EU 63%


GOVERNMENT AND CORPORATIONS MUST PLAY ROLE

Q32. & Q57. (Top 2 Box, Agree), Global (excludes UAE)

72% expect corporaVons to take acVons to preserve and sustain the environment EU 61% Italy 63%

73% agree government and business need to work together more closely to ensure the environment is protected Italy 60%

64% would support legislaVon that requires corporaVons to meet certain environmental standards even if it would negaVvely impact a corporaVon’s profits

EU 58% Italy 63%

62% would support legislaVon that requires government to fund partnerships between public and private organizaVons to help protect the environment EU 50% Italy 62%

PUBLIC SUPPORT FOR ENVIRONMENTAL LEGISLATION IS STRONG


FOUR YEARS IN, WE’RE LEARNING…

Aner quality and price, purpose trumps design, innovaEon and brand loyalty

Consumers consistently recommend, promote and buy brands with a social purpose

There is no one “killer‐cause” … there are many

Profit and purpose are no longer strange bedfellows

“BE THE CHANGE YOU WANT TO SEE IN THE WORLD.” MAHATMA GANDHI

“BE THE CHANGE YOU WISH TO SEE IN THE WORLD.” MAHATMA GANDHI

good purpose 2010 italia

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