The goodpurpose® study is Edelman’s annual global research that explores consumer attitudes around social purpose, including their commitment to specific societal issues and their expectations of brands and corporations. The survey was conducted in 16 countries among 8,000 adults, and is the only global, longitudinal study of its kind.
It’s clear to see from this study that companies that integrate social purpose into their brands are becoming the new normal. Consumers are becoming increasingly more mindful of the need for profit to intimately tie itself to good.
Here’s Edelman’s slide-deck of their findings: