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‘Socially Responsible’ Campaigns More Effective Than Ever

As bloggers covering the PR industry, we have to say we’re a little tired of hearing about campaigns characterizing companies and brands as “socially responsible” when we know they’re anything but. The public, however, remains receptive — so you’d better start working to paint all your clients in a “greener” light.

How do we know this? Because the CSR marketing specialists at Good Must Grow released a study. The primary conclusion drawn from interviews with more than 1000 Americans is that “purpose driven consumers” plan to spend an even greater share of their money on socially responsible companies and products in the years to come.

A full 30% of respondents said they want to spend more money on responsible companies’ products in 2013 than they did in 2012. Most importantly, the number of people who said “yes” to that question nearly doubled in a single year. Other numbers: 25% of respondents avoided buying products from companies they believed were not socially responsible — and considerable majorities called reducing consumption levels and contributing to like-minded nonprofits “important” actions.

The study provides some interesting PR guidelines — and the company’s website also features some PDFs with useful tips for brands looking to stand out in the increasingly crowded “green” space.

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