This document summarizes the key findings of a 2010 global consumer survey conducted by Edelman across 13 countries. The survey found that: 1) 86% of global consumers believe businesses should place at least equal weight on society's interests as their own interests. 2) Fighting disease, aiding disaster relief, and protecting the environment were among the top causes consumers cared about. 3) Consumers in emerging markets like Brazil, India and China were more likely to volunteer time, buy purpose-driven brands, and expect brands to support good causes. 4) When quality and price are equal, social purpose is the top deciding factor for global consumers over design, innovation and brand loyalty.

1. Citizens Engage! Edelman goodpurpose® Study 2
FOURTH ANNUAL GLOBAL CONSUMER SURVEY

2. UK
500
FOURTH ANNUAL
GLOBAL CONSUMER STUD
2010
FRANCE
500
GERMANY
500
ITALY
500
INDIA
500
CHINA
1000
JAPAN
500
CANADA
500
MEXICO
500
BRAZIL
500
egyOne surveyed 7,000+ consumers across 13 countries, aged 18‐64
UAE
250
THERLANDS
500
US
1000
AT CONSUMERS HAVE TO SAY…

3. RISE OF GLOBAL CITIZENSHIP
Social media
conEnues to drive
social purpose
Global issues are
local concerns
A Purpose “Reset”
Emerging markets
take the lead
86% of global consumers
believe that business needs to
place at least equal weight on
society’s interests as on business’
nterests.
l weight + more weight on society’s interests) Global (excludes UAE)
Edelman 2010 goodpurpose® Study

4. AT CAUSES DO GLOBAL CONSUMERS CARE ABOUT THIS YEAR?
Box, Care) Global (excludes UAE)

5. DIFFERENCES EXIST IN LOCAL MARKETS: ITALY
Box, Care) Italy
56%
58%
62%
64%
65%
65%
65%
67%
68%
70%
70%
71%
71%
71%
71%
72%
82%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
FIGHTING THE SPREAD OF GLOBAL DISEASE AND PANDEMICS.
SUPPORTING THE CREATIVE ARTS.
AIDING IN DISASTER RELIEF*
ALLEVIATING HUNGER AND HOMELESSNESS.
EMPOWERING WOMEN AND GIRLS.
PROMOTING SOCIETAL HEALTH AND WELLNESS.
REDUCING POVERTY.
HELPING TO RAISE PEOPLE'S SELF-ESTEEM.
EQUAL OPPORTUNITY TO EDUCATION.
AGING TOLERANCE FOR PEOPLE WHO ARE DIFFERENT FROM YOU.
SUPPORTING ANIMAL RIGHTS.
IMPROVING THE QUALITY OF HEALTHCARE.
STOPPING RELATIONSHIP VIOLENCE AND ABUSE.
SUPPORTING HUMAN AND CIVIL RIGHTS.
SUPPORTING LABOR RIGHTS.
BUILDING UNDERSTANDING AND RESPECT FOR OTHER CULTURES.
PROTECTING THE ENVIRONMENT.

6. DIFFERENCES EXIST IN LOCAL MARKETS
Box, Care) U.S.

7. olunteer once a week”
% Brazil
erage, how oUen do you give your Vme or volunteer in support of a good cause? (Once a week; Once a month; NET: Every 6‐12 months)
NSUMERS IN EMERGING MARKETS VOLUNTEER MORE TIME
I volunteer
once a week
I volunteer
every 6‐12 months
I volunteer
once a month
azil: 26%
xico: 19%
US: 14%
Italy: 17%
India: 27%
Mexico: 27%
US: 22%
ITALY: 21%
China: 63%
India: 46%
US: 31%
ITALY: 27%

8. ERGING MARKETS ARE MOST WILLING TO BUY BRANDS THAT SUPPORT
OD CAUSES
Consumers who
buy a brand that
supports a good
cause at least
every twelve
months.
at least every twelve months)

9. ERGING MARKETS TAKE ACTION TO SUPPORT SOCIAL PURPOSE BRANDS
“I am more likely to recommen
brand that supports a good ca
than one that doesn
“I would help a brand to prom
their products or services if there
good cause behind the
“I would switch brands if a differ
brand of similar quality supporte
good cau
ore than 7 in 10 consumers
the emerging markets
ould take acEon to support
cial purpose brands.
INDIA
78%
CHINA
77%
BRAZIL
80%
box, Agree)
GLOBAL
61%
GLOBAL
62%
GLOBAL
62%

10. ERGING MARKETS EXPECT BRAND INVOLVEMENT IN GOOD CAUSES
“I have more tru
in a brand that is
ethically and
socially
responsible.”
Brazil: 81%
China: 78%
Mexico: 78%
India: 77%
. (Top 2 box, Agree)
10 consumers in the India,
na, Mexico and Brazil expect
nds to donate a porEon of their
fits to support a good cause.
Global: 65%
Italy: 62%

11. BALLY, SOCIAL PURPOSE REMAINS KEY PURCHASE MOTIVATOR
When choosing between two
brands of equal quality and
price…
Social purpose conEnues to ran
as the number one deciding fac
for global consumers above
design, innovaEon and brand
loyalty.
anked response) Global (excludes UAE)

12. NSUMERS WILLING TO PAY MORE FOR A CAUSE
B. (Split sample) Global (excludes UAE)
Willing to pay 5% mo
Wiling to pay 10% m
56%
51% 51%
45% 47%
41%
Beverage Clothing Appliance

13. NSUMERS TAKE ACTION TO SUPPORT COMPANIES WITH PURPOSE
BUY its products or services
RECOMMEND its products or services
SHARE posiVve opinions and experiences
%
%
%
p 2 box, Likely) Global (excludes UAE)

14. E BIG REWARD FROM GLOBAL CONSUMERS
% would switch brands if a
erent brand of similar quality
ported a good cause.
LY: 65%
box, Agree) Global (excludes UAE)

15. NSUMER WILLINGNESS TO PROMOTE BRANDS WITH A CAUSE JUMPS
KING] (Top 2 Box, Agree) Global (excludes Mexico, the Netherlands, UAE)
GAP RED
+ 9
ould help a brand to promote their
ucts or services if there is a good
e behind them.”

16. UT ALSO WILLING TO PUNISH
p 2 box, Likely) Global (excludes UAE)
Europe 32%, Italy 42%
Europe 33%, Italy 43%
Europe 34%, Italy 42%
Europe 41%, Italy 52

17. NSUMERS EXPECT PURPOSE INGRAINED INTO THE MARKETING MIX
% agree brands should promote good causes
ugh adverEsing to help raise public awareness
68%
% expect brands to donate a porEon of their
fits to support a good cause
67%
box, Agree) Global (excludes UAE)

18. HICH BRAND OR BRANDS COME TO MIND AS PLACING AS MUCH OR MORE
ORTANCE ON SUPPORTING A GOOD CAUSE AS THEY PLACE ON PROFITS?”
bal consumers respond on an unaided basis:
an’s Own
Canada
McDonald’s
Dove
Tim Horton’s
Dawn
UK
Fair Trade
Oxfam
Tesco
TraidcraU
France
Danone
Nestle
Max Havelaar
Carrefour
Germany
Krombacher
Pampers
Fair Trade
Addidas
Italy
Coop
Nike
Barilla
Altromercato
Netherl
Max Hav
Fair Trad
Nike
Addidas
Brazil
Natura
Ypê
Nestle
Omo
Mexico
Danone
Coca Cola
Bimbo
Nestle
China
Nongfu Spring
Wanglaoji
Mengiu Milk
Yili
India
Tide
Ariel
Tata
Colgate
Japan
Volvic
Suntory
Sony
Toyota
UAE
McDonald’s
Panasonic
Tata
UNICEF
n ended response)

19. OLVEMENT WITH GOOD CAUSES STRONG: SIGN OF CONSUMER ACTIONIS
NET: More involved) Global (excludes UAE)
One‐third believe they a
more involved in good
causes now than they
were one year ago
56% of consumers are
involved in good cause
Italy 38%

20. ich one of the following enEEes do you think should be doing the most to
port good causes?
NSUMERS FEEL MORE EMPOWERED TO SUPPORT GOOD CAUSES
-10
+5
ING] Global (excludes Mexico, the Netherlands, UAE)

21. SUMERS WANT TO PARTNER WITH BRANDS
% believe brands and
sumers could do more to
port good causes by
king together
y 66%
% want brands to make it
er for them to make a
iEve difference
6. (Top 2 Box, Agree) Global (excludes UAE)

22. % believe it is no longer enough
corporaVons to give money;
y must integrate good causes
o their everyday business
y 62%
NSUMERS EXPECT CORPORATIONS TO INVEST IN PURPOSE
Box, Agree) Global (excludes UAE)
61% have a beler opinion of
corporaEons that integrate good
causes into business, regardless o
why they do so Italy 56%

23. EEN IS GREEN”
% of global consumers
eve projects that protect
d sustain the environment
help grow the economy
y 67%
mand highest in emerging
rkets and US.
63%
Box, Agree) Global (excludes UAE)

24. VERNMENT AND CORPORATIONS MUST PLAY ROLE
7. (Top 2 Box, Agree), Global (excludes UAE)
% expect corporaVons
ake acVons to
serve and sustain the
ironment
61% Italy 63%
% agree government
business need to
k together more
ely to ensure the
ironment is protected
y 60%

25. 64% would support legislaVon that requires
corporaVons to meet certain environmental
standards even if it would negaVvely impact a
corporaVon’s profits
EU 58% Italy 63%
62% would support legislaVon that requires
government to fund partnerships between public
and private organizaVons to help protect the
environment EU 50% Italy 62%
LIC SUPPORT FOR ENVIRONMENTAL LEGISLATION IS STRONG
2 Box, Agree) Global (excludes UAE)

26. R YEARS IN, WE’RE LEARNING…
er quality and price, purpose trumps
ign, innovaEon and brand loyalty
nsumers consistently recommend, promote
d buy brands with a social purpose
ere is no one “killer‐cause” …
re are many
fit and purpose are no longer strange
dfellows

27. THE CHANGE YOU WANT TO SEE IN THE WORLD.”
HATMA GANDHI
“BE THE CHANGE YOU WISH TO SEE IN THE WORLD.
MAHATMA GANDHI