The survey, conducted by Edelman, a global public relations firm, says that "85% of consumers around the world are willing to change the brands they buy, or their consumption habits, to make tomorrow's world a better place. Over half (55%) would help a brand 'promote' a product if there was a good cause behind it." But just 39% of consumers were aware of brands that actively supported good causes through their products or services.
Edelman believes the results of the study reveal that "social purpose as marketing imperative has global consumer appeal and can help brands build deeper relationships."
While consumers said they would be willing to pay more to support socially responsible brands, research from other sources indicates that the amount of premium they would be willing to pay may not underwrite the costs of social branding, and, may be seen simply as a marketing ploy, according to by Ipsos-Reid.
In addition, 61% consumers indicated that they would prefer to hear about a brand's social causes from other consumers "like themselves."
The results of the survey do confirm the importance of branding and paying particular attention to the equities and essence of those brands for whom a socially responsible cause reflects the priorities of their target audience.
"Consumers Looking to Partner with Brands for Social Change, Global Study Says," 11/15/07, Edelman Press Release