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.