Brands with heart (or at least, savvy marketing departments) are on the right track when it comes to aligning with good causes.
The 2012 Good Purpose survey by global PR firm Edelman shows that Canadians support brands that have a societal purpose associated with them.
The annual survey, which explores global consumer attitudes around social purpose, found that 70% of Canadians are more likely to recommend a brand that supports a good cause than one that doesn’t – an 18% jump since 2007. In addition, 69% of respondents would help brands promote their products or services if there are good causes behind them – a 23% jump since 2007.
While Canadians have reduced the amount of money they donate to charities, “they still feel a responsibility to give back,” said Jennifer Meehan, vice-president and national practice lead for consumer marketing at Edelman in Toronto. “And with the rise of companies actually incorporating social purpose into their DNA, there’s a rising expectation among consumers.”
Meehan said consumers are “using the checkout line as a way to do good.”
One great example, said Meehan, is Toms Shoes, which donates a pair of shoes to a child in need for every pair sold. The company’s “reason for being” is “rooted into the brand and people understand that,” said Meehan, adding that it’s badge of pride that their shoe purchase will help a child in need.
Other key findings of the survey:
• 62% of those surveyed are buying brands that support good causes at least yearly, with 45% saying they do so at least monthly
• 53% of Canadians are personally involved in supporting a good cause, compared to 60% of respondents globally
• 67% of Canadians trust a company that actively supports a societal issue, while only 19% trust a company that does not
• 84% would be more likely to give their business to a company that supports good causes and has fair prices than a company that simply offers discounts
• 89% believe that business needs to place at least equal weight on society’s interests as on business’s interests
• 49% said businesses should create new products or services that help address a societal issue
“There are a breadth of opportunities for brands to find ways to give back to society and [figure out] how that would fit in the brand and what resonates with Canadians,” said Meehan. “And the positive thing is, 80% of Canadians say it’s okay for brands or companies to make money, as long as they’re giving back.”
The survey was conducted in 16 countries among 8,000 adults.
