November 2009: Communicating CR through your Brand

Communicating CR through your Brand

This morning's breakfast seminar including launch of the 3rd Edelman goodpurpose Global Study, was held in association with Business in the Community Ireland, Edelman and The Marketing Institute. See press release below.

Click here to view presentation by Tina Roche, Chief Executive of Business in the Community Ireland, on the CR landscape in Ireland and some recent findings from BITCI/Ipsos Mori 2009 Survey of Consumer Attitudes to Corporate Responsibility.

Click here to view presentation by Mitch Markson, President of Edelman Brand Consulting & founder of goodpurpose including key findings from the 3rd annual Goodpurpose Global Study.

Click here to view presentation by Robert Jordan, Marketing Manager, Glanbia Beverages, speaking about how they have used their Avonmore brand to leverage support for Barretstown, a camp helping children with serious illnesses.

2009 Edelman goodpurpose Study Launched Today in Dublin

Despite continuing to feel the impact of the global recession, consumers are placing increased demand on companies, brands, and themselves to reset their priorities and step up their social commitment, according to new findings released today from the 3rd annual Edelman goodpurpose™ Consumer Study. In fact, the survey of 6000 people in 10 countries revealed that during this recession, 57 percent believe a company or brand has earned their business because it has been doing its part to support good causes. While more than half (56 percent) believe the interests of both society and business should have equal weight in business decisions, consumers are increasingly recognising and rewarding brands that contribute to the greater good - with 63 percent looking to brands and companies to make it easier for them to make a difference.

The study results suggest that brands will continue to benefit from identifying and contributing to a positive social purpose that makes sense for their business not only because customers will become more committed and energised purchasers, but more importantly because, as the research shows, 64 percent would recommend a brand that supports a good cause (up from 52 percent in 2008). Further, two out of three (67 percent) say they would switch brands if another brand of similar quality supported a good cause.

Speaking at a Breakfast Seminar hosted by Edelman, Business in the Community Ireland and The Marketing Institute, at Fire restaurant on Dawson Street, Mitch Markson, President Edelman Brand Consulting and founder of goodpurpose said, “Consumers are now wearing, driving, eating, and living their social purpose as sustained engagement with good causes becomes a new criterion for social status and good social behavior. This gives companies and brands that become associated with a positive and worthy cause an opportunity to build long-term relationships with consumers that, in turn, allow consumers to feel valuable within their communities and social sets.”

“People are demanding social purpose, and brands are recognisng it as an area where they can differentiate themselves and in many parts of the world, not only meet governmental compliance requirements, but also build brand equity,” said Markson. “This year's study shows that if companies respond intelligently to the sea change in consumer attitudes, brand loyalty among consumers - even during seriously challenging economic times - will actually grow. Even better, consumers will want to share their support for these brands with others.”

Supporting these findings locally, Tomás Sercovich, Senior Corporate Responsibility Consultant, Business in the Community Ireland said, “Irish consumers are stating clearly that they would prefer to buy from companies who are socially and environmentally responsible yet they are largely unaware of existing good corporate behavior. Business in the Community Ireland recommends that leading companies in Ireland take swift steps to strategise their internal and external communications to truly convey the impact of the company on customers, staff, the community and the environment.”

The goodpurpose™ cooperative is a consultancy from Edelman designed to mine the creative, socially responsible and financially lucrative opportunities that can arise when brands and consumers join forces around a social platform or meaningful cause. The consultancy features a cross-practice, cross-country team of professionals with expertise ranging from brand marketing, health and technology to entertainment, digital media, research, and corporate social responsibility.

For more information, contact Geraldine O'Neill at Edelman on 01-6789333 or email geraldine.o'neill@edelman.com