Social responsiblity and cause marketing linked in 2010 trends

‘Eco-Friendly’ is replacing "Luxury" as the new status symbol. More than twice as many global consumers say they would rather drive an eco-friendly car (67%) than a luxury car (33%), and an even larger percentage would prefer to live in an eco-friendly house (70%) vs. merely a big house (30%), according to results from this year’s goodpurpose study, conducted by PR firm Edelman. (source: Article)


When it comes to Local vs. Designer Brands sentiment also appears to be moving away from well-known national and international designer brands in favor of supporting local businesses and products. While 69% globally would rather have a brand that supports the livelihood of local producers than a designer brand (31%), North American and most European countries in the study - as well as Brazil - more overwhelmingly prefer supporting the livelihood of local producers, each indicating more than 80% preference.

Another 57% of consumers say a company or brand has earned their business because it has been doing its part to support good causes. Asian countries China (85%) and India (84%) had the highest scores in this area, the survey found. Additional findings about brand preference:

• 67% of consumers say they would switch brands if another brand of similar quality supported a good cause. These numbers are highest in Brazil (83%) and Italy (74%).
• 83% are willing to change consumption habits if it can help make the world a better place to live.
• Though twice as many people would rather drive a hybrid car than a luxury car, preference for hybrids is significantly higher in Japan (89%) and France (89%).
• 68% of global consumers and 80% of those in the US say they are “okay” with brands that support good causes and make money too:

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