Findings from the fourth annual 2010 Edelman goodpurpose global Study show that about eight in 10 consumers in emerging markets expect brands to do something in support of good causes.  In Brazil, 87 percent share that belief; in Mexico, 85 percent; and in China and India, 79 percent think brands should be socially responsible. Sixty-three percent of Americans share that expectation.

“In emerging markets, the dramatic rise of ‘the citizen consumer’ has happened so quickly because battles over societal issues like natural resources and human rights have taken place right in their backyards,” said Carol Cone, MD of brand and corporate citizenship at Edelman.

Americans also have strong beliefs about the role that brands should play in the support of good causes.

Eighty-seven percent of U.S. consumers say that companies need to place at least as much significance on the interests of society, and 62 percent say that CSR should be integrated into the daily business.

“Purpose is now the fifth P of marketing,” said Mitch Markson, chief creative officer at Edelman and the founder of Edelman goodpurpose. “It’s a vital addition to the age-old marketing mix of product, price, place, and promotion.”

This survey was conducted by StrategyOne, which conducted 20-minute interviews with 7,259 adults in 13 countries. Interviews were conducted in-person and online.