Marketing Age , quoting a report by Edelman consulting, reports that 68% of consumers would stay loyal to brands during a recession if they support good causes. The study, which was carried out across 10 countries, also states that 42% of respondents said that where two products are of the same quality and price committment to a social purpose wins out over factors such as innovation, design and brand loyalty. Some other interesting stats:
- 52% of consumers are more likely to recommend a brand that supports a good cause over the one that does not.
- 55% of consumers say that in a recession they will buy from brands that support good causes even if it is not the cheapest
- 54% would help a brand promote a product if there was a good cause behind it.
- 58% of consumers globally think its ok for brands to support good causes and make money at the same time.
Check out the full report here