The most stunning findings in the study come from Brazil, China, India and Mexico:
In China and India, the percentage of adults personally involved in a cause has skyrocketed in one year from the mid 40s to the mid 80s.
More than seven in ten consumers in these four developing markets would buy products from companies supporting good causes, versus the mid-60s for the recession-wracked economies such as France and Italy.
Citizenship is no longer optional; of consumers surveyed in China and India expect brands to be involved in good causes and at least in those countries say they will more likely recommend a brand if it supports a good cause, versus mid-50s in Western Europe.
Developing market consumers are much more likely to recommend a brand that engages in social purpose than peers in the West (80% in Brazil, in China versus mid 50s in European markets).
The linkage of brand with corporate reputation in developing markets is supported by consumer trust in companies that are socially responsible (81% in Brazil and in China, in India, and in Mexico).
Carol Cone, the mother of cause-related marketing and managing director of Brand and Corporate Citizenship at Edelman, said that “the dramatic rise of the citizen consumer in these markets has happened so quickly because the battle over natural resources and human rights is happening in their backyards.”
At Edelman we see our clients in developing markets move toward causes that utilize their products while aligning with national social interests. A perfect example is the BMW Cultural Tour, an annual drive that visits, and thereby highlights, heritage sites and customs in China, that benefit from BMW donations and consumer participation.
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