BSR Insight | Social Purpose Drives Consumers' Purchasing Decisions
About the Author(s)
Elissa Goldenberg, Associate, Advisory Services
Publication Date
November 16, 2010
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According to the fourth annual Edelman goodpurpose® study, social purpose is more important than design and innovation or brand loyalty as a purchase trigger when quality and price are the same (see graph below). The survey—conducted annually in 13 countries among more than 7,000 adults—explores consumer attitudes around social purpose, including their commitment to specific social issues and their expectations of companies. Social purpose, according to the survey, is critical to marketing because it allows companies to engage with consumers on a deeper level.
The survey also revealed that despite the recession, 66 percent of global consumers are likely to buy and recommend products and services from companies that support a good cause. Additionally, 86 percent of global consumers believe that business should place an equal weight on society’s interests as on those of business.
For more information about these and other findings, visit www.goodpurposecommunity.com.
About the Author(s)
Elissa Goldenberg, Associate, Advisory Services
With four years of sustainability communications expertise, Elissa works with BSR member companies in a range of sectors—including those in information and communications technology; food, beverage, and agriculture; energy; and consumer products—on various sustainability issues including reporting, stakeholder engagement, and human rights... Read more →
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