Consumers Value Brands' Commitment to Social Purpose Even In Recession, Global Study Finds

Up until October, it was pretty clear that companies needed to figure out a social responsibility platform to stay relevant with consumers.  We had begun coming out of the "greenwashing" phase, and (it seemed) most organizations were realizing that real actions, and real commitments, are not only the right things to do, they are cornerstones of smart business.

But what happens now with the recession in full swing and forecasts for 2009 looking tough? One may think that as financial pressures mount, consumers will be less concerned with social commitments. But at least one study issued last week shows just the opposite.

In fact, the Second Annual Edelman "goodpurpose study" shows that "83% of consumers are willing to change their own consumption habits to help make tomorrow’s world a better place".  What's more, three-quarters of those surveyed say "they like to buy brands that make donations to worthy causes".

Other highlights of the global study include:

1) Consumers are looking for more meaning in marketing

2) During a recession, consumers still value brands' commitment to social purpose

3) New insights in 2008 include people's expectations about social action at home and from government

4) Consumers are more involved than ever in social action

5) Social purpose bests brand design and innovation

Granted, a study of what people say they prefer can never actually predict behavior.  It may be that ideals remain unchanged, but purchase decision during tough times may be more price driven than people will freely admit (even to themselves).  

Either way, this study clearly shows that social responsibility, sincere communications, transparency and authenticity are characteristics that consumers will continue to demand.  The bottom line: causes must be front and center in your marketing programs in 2009.