Eric Block On Responsible Branding

In a massive global study surveying more than 8,000 adults in 16 countries, Edelman’s 2012 Good Purpose Study tracks people’s increasing belief that business bears a weight to contribute to society.

• 76% of people believe it is ok for brands to support causes and make money at the same time (up 33% from 2008).
• Yet only 28% of people believe business is performing well in addressing societal issues.
• 53% of people believe Social Purpose is the most important decision criteria in buying a brand when price and quality are the same (up 26% from 2008).
• 51% believe business should donate a portion of profits or products/services to address societal issues.
• 80% of people believe it is critical for businesses to make the public aware of the efforts they are making to address societal issues.
• 52% of people believe its equally important to address issues “that impact me personally and society overall”.
• 89% of people worldwide report that they take part in activities to address social issues.

You can access a slide show summary of the survey here.