Consumers — 68 percent — say that even during a recession they will remain loyal to a brand if it supports a good cause. The finding emerged from Edelman’s 2008 Good Purpose Survey.
Forty-two percent of those surveyed — 6,000 consumers in 10 countries — say that if two products are of the same quality and price, commitment to a social purpose trumps factors like design, innovation and brand loyalty. More than half say they are more likely to recommend a brand that supports a good cause over one that does not.
The study also reveals that brands need to do a better job of communicating their social purpose investments.
Retailers should get in on this act by letting customers know about social purposes they are involved with and also noting, for instance, products sold in their stores that are green or which, perhaps, donate a percentage of profits to a good cause.
Any edge at all may help businesses get through the recession.