More spending on Brands with a Social Purpose - A blog by Paul Klein
Paul Klein is president of Impakt Corporation, a Toronto-based outfit that helps corporations increase the returns on their community investments.
More spending on Brands with a Social Purpose
According to the 3rd annual Edelman goodpurpose survey that was launched today, despite the prolonged recession, the social purpose of brands is more important than ever. The Edelman survey sampled 6026 adults in the U.S., China, Canada, U.K., Germany, Italy, France, Brazil, Japan and India to track attitudes and actions regarding the social purpose of brands and corporations.
The report contains some remarkable findings. Here are a few highlights:
71% think brands and companies spend too much on advertising and marketing and should put more into good causes – up almost 10 percentage points
64% would recommend a brand that supports a good cause – up from 52% last year globally
In Canada, 62% would switch brands if another brand of similar or equal quality supported a good cause , 56% would help a brand promote its products if there was a good cause behind it, and 55% expect brands to support a good cause.
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