goodpurpose™ 2007
DESCRIPTION
Overall results for the 2007 goodpurpose™ Global Consumer SurveyTRANSCRIPT
1
GLOBAL CONSUMER SURVEY 2007- OVERALL RESULTS -
22
Objectives
Awareness
Attitudes
Actions
Advocacy
The good purpose Consumer Study was undertaken in order to better understand social issues, brands and consumer involvement related to “good causes”
The good purpose Consumer Study was undertaken in order to better
understand consumers understanding and involvement
with social issues, brands and “good causes”Areas of investigation:
Can consumers and brands work together to take action & effect positive change for mutual benefit?
33
Methodology and Sample• StrategyOne conducted 5609 interviews across nine countries between
September – October 2007. • The study was an online survey of consumers, nationally representative of each
of the country populations. For India and China survey was conducted as face to face and CATI respectively.
• Sample sizes per country are: US = 1004, China = 1000, UK = 582, Germany = 510, Brazil =505, Italy = 501, Japan = 503, India = 500, Canada = 505.
• The margin of error is +/- 3.1% for the U.S. sample and +/- 4.38% for the UK, German, Italian, Brazilian, Japanese, Indian, Chinese and Canadian samples. +/- 2.53% for the European (UK/Italy/ Germany) sample, +/- 3.1% for the North American (US and Canada) sample, +/- 2.53 for the Asian (Japan, China and India) sample and +/- 4.38 for the Latin American (Brazil) sample.
US 1004
UK 582
Italy 501
Brazil 505
India 500
Japan 503
China 1000
Germany510
Canada 505
44
WHAT HAVE WE LEARNT?
- Summary of key findings -
55
What Have We Learnt?
• Consumers are more involved than ever in social action!• Consumers will pay more for and evangelize good cause
brands • Environmental marketing is the new bottom line; other
social issues such as health equality are tracking very strongly with consumers as well
• Brands need to communicate their social purpose credentials more effectively
• Word-of-mouth is the most credible communication on causes
• Brands have the opportunity to involve consumers on a deeper level in social purpose by ‘making it easier to do good’
66
1. Consumers are more involved than ever in social purpose
• Nearly 9 in 10 consumers (88%) surveyed feel it is their duty to contribute to a better society and environment
• 83% say they can personally make a difference by supporting good causes
• 78% of consumers like to buy from brands that make a donation to worthy causes
Consumers want to make a difference & prefer brands that do!
77
Consumers and their families are becoming more active in good causes
• 56% of consumers are now involved in supporting a good cause.
• On average consumers are involved, either directly or through a member of their family, in more than two social or environmental causes…..in Brazil, it’s four
88
2 . Consumers will pay more for and evangelize good cause brands
• Make money and do good! 57% of consumers have no problem with brands that support good causes and make money, too
• 70% say they would be prepared to pay more for a brand that supports a good cause they believe in
• When choosing between two brands of same quality and price, a social purpose is what would most affect consumer decision (41%), ahead of design & innovation (32%) and brand loyalty (26%)
• Over half of consumers (55%) would help a brand promote its products if there was a good cause behind it
• 56% are more likely to recommend a brand that supports a good cause than one that does not
99
3. Consumers moving to citizenship? …as doing good makes people content
• “Helping others and contributing to my community” was second (44%) only in contentment to “spending time with friends and family” (75%)
• Only 22% of consumers globally feel most content when shopping
• Wide array of causes motivate consumers…
10
10
4. Environmental marketing is the new bottom line
• More than seven in 10 (73%) would be prepared to pay more for environmentally friendly products.
• Nearly nine in ten consumers (89%) say that products should use recycled packaging.
11
11
5. Brands need to better communicate their good purpose• Only 4 out 10 consumers are aware of a brand that
actively supports a good cause.• Spontaneous awareness of brands associated with good
causes is very low.• Unprompted across 9 countries Coke (10%), Avon,
McDonalds Nike, Natura, Banks and Krombacher beer (4% respectively) are the brands most commonly associated with a good cause.
• From a prompted list Coke (27%), Avon (18%), Dove (16%), Nike (16%), and The Body Shop (15%) are the brands most commonly associated with a good cause.
12
12
6. Consumers’ expect more from companies on good causes
• Two thirds (67%) of consumers would rather see brands spend more money on good causes and feel that too much money is spent on advertising and marketing.
• 74% feel that companies should do more to meet people’s needs without harming future generations.
13
13
7. Brands have the opportunity to involve consumers more deeply in social good by making it easier for them
• Brands need to help consumers find easy solutions for getting more involved in their cause as time (for 52% of consumers) and money (for 42%) are considered to be the main barriers
14
14
Good Causes - How to engage a brand with consumers
Awareness / informed
Care
Action
Loyalty36%
Action: promote or recommend a brand if there were a good
cause behind it
Loyalty: Would buy the brand that support good causes regardless
of the good cause
Support of any good causesInvolvement
67%
58%
83%
Informed about good causes
Care about any good causes
56%
15
Good Purpose Consumer Survey
In Depth Findings
16
16
Consumer Behaviour /Attitudes / Knowledge on Good Causes
PART ONE
17
17
Spending time with friends and family and ‘Doing Good’ makes us feel most content in all corners of the globe
10%
19%
47%
85%
7%
23%
31%
83%
14%
22%
50%
82%
8%
16%
43%
80%
12%
10%
44%
80%
16%
18%
49%
78%
29%
40%
53%
70%
11%
30%
27%
64%
11%
25%
49%
58%
12%
22%
44%
75%
Helping the world
Shopping
Helping others andcontributing to my
community
Spending time with familyor friends
TOTALChinaJapanIndiaItalyCanadaUSBrazilUKGermany
Q1. Thinking first about the things that make you feel the most content. Would you say? I feel content when I am...(Base: All Respondents n=5609)
! Personal satisfaction achieved through shopping does not make us feel as content as doing good and helping others.! Contentment from helping others highest in India, least in Japan
18
18
What groups / organisations represent “Good Causes”? - # One organisation per country -
Q2. Now we would like your view on good causes. People think about good causes in different ways. When you think of a group organisation that represents a ‘good cause’, which THREE organizations first come to mind? (Base: All Respondents n=5609)
#1 = Red Cross, 23%
Globally the 2 most recognised “Good
Causes” are…
#2 = UNICEF, 13%
Red Cross = 35%
Oxfam = 30%
Red Cross = 29%
Unicef = 27%
Red Cross = 40%
Unicef 18%
Greenpeace = 31%
Red Cross = 25%
United Way = 20%
19
19
Consumers care about the world they live in – they are willing to change their consumption habits to make a positive difference
38%
42%
44%
58%
67%
73%
74%
75%
76%
78%
78%
83%
83%
86%
87%
88%
88%
89%
91%
There is too much fuss about the environment
I buy many things that I don't really need
I like to buy new brands as soon as they come out to see what they'relike
I would never buy something that has been tested on animals
Personally involved in helping the less fortunate/ disadvantaged
Prepared to pay more for goods that are environmentally friendly
I would never buy something that has been made by child labour
When shopping for the household I watch every cent
More likely to buy products if they also benefit my local community
Find it helpful to know a product has been recommended by an expert Itrust
Like to buy from brands that make a donation to worthy cause
It's important to buy from companies that I know are socially responsibly
I can personally make a difference by supporting a good cause
Willing to change my own consumption habits if it can help maketomorrow's world a better place to live
Worth paying a bit more for goods that are good quality
Tend to keep buying the same brand for a while, if I like it
It is my duty to contribute to a better society and environment
Products should use recycled packaging whenever possible
Everyone should be able to express their opinion on issues without fearor censorship
Q3. Here are some things that people have said about their attitudes, buying habits or good causes. For each one I would like you to tell me how much, you agree or disagree with the statement ...(Base: All Respondents n=5609)
- Total % Agreeing with each Statement -
20
20
Consumers across the world care the most about the environment
69%
71%
77%
82%
83%
89%
89%
90%
92%
Supporting the creative arts
Supporting human and civic rights
Helping to raise people's self esteem
Building understanding and respect for othercultures
Fighting global HIV/AIDS
Reducing poverty
Equal opportunities to education
Enabling everyone to live a healthly life
Protecting the environment
Q5. How much do you personally care about the following good causes?.(Base: All Respondents n=5609)
98% in
Brazil96% in
Brazil96%
in Brazil95% in Brazil and Italy
95% in
Italy90% in Germany88% in Brazil
97% in Italy
87% in Brazil
Across the word the countries showing the most concern
are…
21
21
Getting Involved in Good Causes
PART TWO
22
22
Half of consumers (or a close member of their family) are involved in supporting a good cause
Q6. Are you or a close member of your family involved in supporting any good cause? (Base: All Respondents n=5609)
! Consumers in Canada and Brazil are
significantly more likely to actively support a good cause (70% and
69% respectively).! Japanese consumers are significantly less
likely (22%)22%
50%
51%
52%
57%
61%
64%
69%
70%
56%
Japan
Italy
India
UK
US
China
Germany
Brazil
Canada
TOTAL
23
23
Environmental and reducing poverty causes get most of our support
17%
17%
18%
21%
24%
31%
34%
43%
48%
Fighting global HIV/ AIDS
Supporting the creative arts (music, art, literature etc)
Building understanding and respect for other cultures
Helping to raise people's self-esteem
Supporting human and civil rights
Equal opportunity to education
Enabling everyone to live a healthy life
Reducing poverty
Protecting the environment
Q7. What good cause(s) do you support the most? (Base: All those who support a cause n=3127)
67% in
Brazil
Across the word the countries showing the most support
are…
67% in
China48%
in Brazil62%
in India44%
in Italy48%
in Brazil33%
in Brazil35%
in Brazil39%
in India
24
24
Supporting good causes still perceived as a charity donation
15%
23%
24%
24%
31%
36%
39%
58%
70%
Protested on behalf of a good cause
Being an active member of a non-profitorganisation
Teach others
Being active in my local community
Taken part in a sponsored event
Bought a product or service that supports agood cause
Worked for free/volunteered
Made a donation other e.g. clothes
Made a donation money
Q8. Of the cause(s) you said you support the most, how do you support it/ them? (Base: All those who support a good cause n=3127)
! Across the Word the Money Donation is the
main way people provide support
Money donation = 82%
Money donation = 51%
Money donation = 82%
Money donation = 75%
Money donation = 64%
Money donation = 71%
Money donation = 52%
Money donation = 55%
Money donation = 69%
25
25
Four out of ten consumers feel more involved in good causes now compared to two years ago
Q9. Do you feel you are more or less involved in good causes now than you were two years ago?? (Base: All those who support a good cause n=5609)
- % Feeling More Involved in Good causes -
23%
28%
32%
33%
36%
38%
40%
42%
63%
37%
Japan
Germany
China
UK
Canada
Italy
US
India
Brazil
TOTAL
26
26
Time and money are the key barriers to getting more involved in good causes
3%
32%
13%
27%
79%
5%
25%
5%
39%
68%
22%
19%
41%
40%
47%
16%
8%
8%
40%
40%
9%
17%
36%
21%
61%
24%
10%
13%
43%
64%
5%
14%
11%
58%
34%
11%
20%
7%
48%
45%
12%
19%
8%
59%
34%
12%
19%
19%
42%
52%
It's too much effort
I'm not motivated
Not enough information
Not enough money
Not enough time
TOTALUSUKGermanyItalyChinaJapanIndiaCanadaBrazil
Q10. What are some reasons why you are less involved with good causes? (Base: All those feel less involved in good causes n=5609)
- Top Five Barriers -
27
27
What leaders inspire us to get involved in good causes?
- # One leader per country (prompted)-
24%
27%
39%
45%
29%
23%
49%
12%
47%
Q11. Which of the following leaders or celebrities might inspire you to get involved with good causes? (Base: All respondents n=5609)
Globally the top 3 celebrities most likely to inspire involvement in a “good cause” are…#1 = Dalai Lama, 21%#2 =Nelson Mandela, 18%#3 =Bill and Melinda Gates, 16%#3 =The Pope, 16%
28
28
Traditional information sources and word of mouth still dominate how we obtain information on good causes, although the Internet is becoming an increasingly powerful tool
10%
12%
14%
15%
16%
16%
21%
23%
27%
31%
32%
36%
46%
48%
52%
Academic sources
Free content encyclopaedia such as Wikipedia
Local council
Social networking sites (MySpace, Facebook orother online communities)
Work colleagues
Weblogs or Blogs
Companies'website
Radio
Local community organisations
Anyone who is involved in supporting a goodcause
Non government organisations e.g. WWF, RedCross, WHO
Search engines
Friends & family
TV
Newspaper & magazines
Q12. If you were looking for information about supporting a good cause in order to get more involved, which sources would you turn to? (Base: All respondents n=5609)
! Consumers in Brazil (76%), the UK (75%) and Italy (75%) are most likely to use online information sources!Those in Japan are most likely to rely upon weblogs/blogs (31%)
29
29
Consumers are actively sharing information on good causes on a regular basis
9%
8%
22%
23%
24%
32%
8%
Never
Less than once year
Less than once a monthbut at least once a year
Less than once a weekbut at least once a month
Less than every day but atleast once a week
NET At least once a week
Every day
Q13. How OFTEN do you share information or opinions with others about good causes? (Base: All respondents n=5609)
Proportion of consumers in each country sharing
information at least once a week
24%
26%
11%
6%
47%
47%
38%
41%
69%
30
30
Consumers want return on involvement. They need to know the good cause is successful in bringing about change
11%
15%
20%
21%
25%
25%
26%
27%
29%
38%
It was relevant to my work
I already personally supported it
I could see that the product or service was in someway connected to the good cause e.g. A drinksmanufacturer building community wells in poorer
It raised awareness of the good cause
It was relevant to me or my family and/or friends
I had access to information about what is being done tosupport the cause
It was a local cause and helps the community I live in
My friends and family did
I liked it a great deal
There were proof of it's success/a positive effect on thecause it supports
Q15. Which THREE of the following, if any, would persuade you do more to support a good cause? (Base: All respondents n=5609)
49% in the UK
49% in the Germany
76% in India
39% in Canada
44% in Brazil
39% in Canada
40% in India
37% in Brazil
27% in India
26% in India
31
31
Sport and Entertainment sectors are perceived as doing the most to support good causes. Not surprisingly, Tobacco and Fuel are seen as the least supportive sectors
Q16. How much do you feel the following sectors are supporting good causes? (Base: All respondents n=5609)
32
32
How do Consumers feel about Brands and Good Causes?
PART THREE
33
33
Consumers are interested in brands and their cause related initiatives, therefore brands can benefit from consumers return on involvement = mutual benefit for consumer and brand
Q17. To what extent do you agree or disagree with the following statements? (Base: All respondents n=5609)
34
34
Consumers and companies need to work together to make causes successful
34%
5%
13%
17%
9%
19%
12%
42%
21%
14%
21%
19%
15%
48%
49%
60%
63%
63%
68%
69%
70%
75%
13%
7%
7%
15%
9%
Reading to schildren and afterschool programmes
Search for solutions on lifethreatening diseases
Do charity walks or events
Speaking up for equal rights
Serving food for the homelessor disadvantaged
Helping the elderly
Recycling
Raise funds or donate goodsfor charity
Reducing energy use
Consumers should act for themselves Companies should act for themselves Consumers and companies are best to do things together
Q18. To what extent do you agree or disagree with the following statements? (Base: All respondents n=5609)
35
35
Most consumers think brands are actively supporting good causes but there is still room for improvement
12%
45%
45%
46%
48%
59%
62%
72%
54%
Italy
Brazil
Germany
Japan
UK
Canada
US
China
TOTAL
Q19. How much, if at all, do you think product brands actively support good causes nowadays? (Base: All respondents n=5609)
- % thinking brands actively support good causes -
36
36
Only four out of ten consumers are aware of a brand that actively supports good causes
17%
29%
31%
31%
32%
37%
44%
55%
66%
39%
Japan
Italy
India
UK
US
Germany
Canada
China
Brazil
TOTAL
Q20. Are you aware of any brands that actively support good causes through their products/services? (Base: All respondents n=5609)
- % aware of a brand supporting a good cause -
37
37
Spontaneous awareness of brands associated with good causes is low
Q21. What brands are these? UNPROMPTED (Base: All those aware of a brand at Q20 n=2181)
17%
Krombacher beer, 41%
DASH, 20%
25%
25%11
%
18%
26%
14%
Globally, the # one unprompted brands associated with good causes are:#1 = Coke, 10%#2 = McDonalds, Avon, Natura, Banks, Krombacher Beer, 4% respectively
38
38
1) Newman’s Own =26%2) Cheerios = 20%
1) Body Shop = 43%2) Virgin = 12%
1) Coke = 18%2) Nike =13%1) Benetton
=24%2) Coke = 17%
1) Coke 69%2) Project Red 34% 1) Toyota Prius=
34%2) Nike = 21%
1) Body Shop =42%2) Dove =31%
1) Coke = 51%2) Dove = 48%1) Avon 43%
2) Coke 29%
Globally the brands most commonly associated with a good cause are…#1) Coke = 27% #2) Avon =18% #=3) Dove =16% #=3) Nike = 16% #4) The Body Shop = 15%
Top two brands with a good cause behind their products
- Top two brands per country (prompted) -
Q23. What brands are these? PROMPTED (Base: All respondents n=5609)
39
39
Consumers prefer to buy brands that support good causes, but they need to be convenient and competitively priced
9%
8%
20%
62%
19%
17%
14%
46%
8%
28%
17%
45%
31%
17%
6%
29%
13%
20%
23%
41%
10%
10%
23%
54%
15%
16%
11%
54%
25%
19%
14%
37%
18%
15%
23%
38%
16%
18%
44%
17%
Whether a brandsupports a good
cause or not makesno difference to my
buying decision
I will occasionally buya brand because of
the cause it supports
I would buy a brandthat supports a goodcause as much as I
can
I prefer to buy brandsthat support good
causes when they areconvenient and
competitively priced
TOTALUSUKGermanyItalyChinaJapanIndiaCanadaBrazil
Q27. Which of the following ONE statement comes closest to how you buy brands of products or services that support a good cause that you care about? (Base: All respondents n=5609)
40
40
Good causes have got people talking – word of mouth is the best way to share information on good causes
40%
11%
12%
13%
14%
18%
30%
30%
53%
86%
TOTAL INTERNET
Share information on social networking sites(MySpace, Facebook, or other online communities )
Talk to people I know through religious organisations
Send a text message
Talk to people I know through schools
Talk to people I know through voluntary work
Talk to people in the community where I live
Email or instant message someone
Talk to colleagues
Talk to friends and family
Q14. Which of the following ways, do you share information or opinions with other people about good causes? (Base: All those who search for information n=5609)
! Consumers in Brazil (65%) and India (50%) are most likely to share information on good causes via online information sources
41
41
Word of Mouth from like minded people is the most credible source of information on good causes
31%
33%
33%
35%
39%
39%
41%
45%
50%
50%
51%
54%
59%
Weblogs or blogs
Corporate or product advertising
Email updates issues by a company
Social networking sites (MySpace,Facebook, other)
Communications issues by companies suchas press release, annual report and
A company's own website
Search engines
Free content encyclopaedia such asWikipedia
Articles in newspaper
News coverage on the radio
Article in business magazines
Television news coverage
Recommendation from a person like yourself
Q27 Now if you wanted to find out more information about brands that support a good cause or a particular brand that does, how credible do you feel each of the following sources would be?
Q28 And if you wanted to find out more information about brands that support a good cause or a particular brand that does, how credible do you think the following organisations or individuals would be? (Base: All respondents n=5609)
- Credibility of organisations/individuals -
27%
32%
36%
36%
42%
44%
46%
49%
49%
50%
56%
60%
61%
Blogger
Companies' spokesperson
CEO of a company
Government official or regulator elected official
Local council
NGOs representative
Professional advisor such as a lawyer
Work colleagues
Church or spiritual advisor
Academic
Local community organisation
Doctor or healthcare specialist
A person like yourself
- Credibility of information sources -
42
42
Consumers prefer brands to communicate about good causes via the TV, Radio and Newspapers
3%
3%
10%
10%
22%
24%
25%
26%
28%
40%
42%
44%
45%
53%
Voicemail
Other
Social networking e.g. taking part in an onlinediscussion/chat room
Text messages
Letter or leaflet sent by post
Information in libraries or public places
Information in schools
Live event e.g. concert, fair
Information in shops
Advertising
Company's website
Information in local newspapers
Information on TV or radio
Q29. How would you like brands to TELL YOU about any good causes they support? (Base: All respondents n=5609)
43
43
Quality and Price still drive our purchase decision making but having a “good purpose” is more important than design and brand loyalty
3%
4%
6%
21%
60%
2%
5%
28%
66%
5%
8%
8%
25%
55%
2%
15%
2%
34%
47%
11%
8%
9%
16%
56%
6%
2%
14%
28%
50%
2%
4%
12%
33%
49%
3%
3%
7%
40%
47%
6%
3%
9%
38%
45%
5%
8%
29%
52%
6%
Brand loyalty
Design / Innovation
Good Purpose
Price
Quality
TOTALUSUKGermanyItalyChinaJapanIndiaCanadaBrazil
Q30. Now I would like you to think about the reasons why you buy one particular brand over another. Please put the following factors in the order that reflects your decision when selecting a brand with the most important factor first.
! If two products were of the same quality and price, good purpose would be the most influential factor when choosing one brand over another (41%, followed by design at 32% and finally brand loyalty at 26%)
44
44
Consumers are willing to pay more for brands which support good causes they believe in
39%
47%
1%
48%
32%
62%
3%
64%
31%
58%
7%
65%
28%
65%
2%
67%
27%
67%
3%
70%
26%
68%
4%
71%
25%
67%
5%
72%
15%
74%
4%
78%
7%
22%
92%
25%
64%
6%
70%
70%
Nothing more
A little bit more
A lot more
TOTAL MORE
TOTALIndiaChinaBrazilItalyCanadaGermanyUSUKJapan
Q32. How much more would you be prepared to pay for a brand that supports a good cause that you believe in?
45
45
“Tell us you are Doing Good” – Brands that support good causes generates consumer engagement and action
2%
4%
13%
16%
17%
19%
25%
27%
33%
34%
39%
42%
44%
45%
47%
Not interested in the brand that supports goodcauses
Nothing
Email, text or blog positively about it
Defend the brand to critics
Seek the opinion of an specialist such as adoctor
Support its commitment to larger societalissues
Be more open to information the companyshares with you about it
Trust the product more
Visit the product or company website
Share information about it
Talking about the product/service to my familyand friends
Do research to learn more about it
Want to use it
Buy it
Recommend the product to others
Q33. If you are interested in products or services from brands that support a good cause, which of the following actions would you consider doing (Base: All respondents n=5609)
46
46
Good Causes and Prescription Medicines / Devices
PART FOUR
47
47
Good causes for prescription medicines to get involved in
11%
14%
21%
25%
32%
49%
51%
56%
65%
Supporting the creative arts
Buiding understanding andrespect for other cultures
Helping to raise people's selfesteem
Supporting human and civilrights
Equal opportunities toeducation
Reducing poverty
Protecting the environment
Fighting global HIV/AIDS
Enabling everyone to live ahealthy life
Q34 Focusing for a moment on just prescription medicines or devices. If a company that provides these products was looking to support a good cause which of the following good causes is right for prescription medicines or devices to be involved with? (Base: All respondents n=5609)
48
48
Consumers are more likely to buy from / recommend prescription medicine /device companies if they support healthcare causes
36%
47%
55%
65%
Support a product thatdiagnoses or treats yourquality of life but is not life
threatening
Support a product thataddress a major health issue
of the developed world(smoking, obesity,
diabetes,…)
Support a product thataddress a major health issuein developing countries (TB,
HIV, Malaria)
Support a product thatdiagnoses or treats a life-
threatening condition (cancer,stroke, …)
Brazil: 75%
Italy: 74%
Canada: 73%
Brazil: 77%
Italy: 65%
Germany: 65%
China: 59%
US: 52%
Canada: 52%
Canada: 44%
China: 42%
Italy: 42%
Q33. In which of the following cases, if any, would you be more likely to buy from or recommend a company (Base: All respondents n=5609)
49
49
Consumers strongly believe prescription medical brands should be allowed to promote with good causes even if the cause is not related to treatment
59%
64%
65%
66%
66%
73%
78%
81%
82%
71%
Japan
UK
Canada
Germany
US
India
China
Italy
Brazil
TOTAL
Q33. How much do you agree or disagree that prescription medical brands should be allowed to promote and work with good causes even if the cause itself isn’t related to what the product is intended to treat? (Base: All respondents n=5609)
50
GLOBAL CONSUMER SURVEY 2007- OVERALL RESULTS -