Community/Corporate Social Responsibility
Connecting with the Post Recession Consumer

Research shows lifestyles today are more focused on community, connection, quality and creativity. Consumers are returning to old-fashioned values to build new lives with a purpose of connection. They are also realizing how they spend their money is a form of power and are moving away from mindless consumption towards more mindful consumption. *

 

Recent data shows sharp increases in the number of consumers who want positive relationships with vendors and who focus more on corporate behavior. Money invested in Department of Transportation programs by leading brands showcases Community/Corporate Social Responsibility in a visible and meaningful way.

 

Global-5 Sponsorships: leading national brands connecting with the post-recession consumer*

  • 71% of US consumers now align their spending with their values
  • Almost seven in 10 consumers (68%) would remain loyal to a brand during a recession if it supports a good cause
  • Half of consumers (52%) globally are more likely to recommend a brand that supports a good cause over one that does not, and 54% would help a brand promote a product if there was a good cause behind it
  • 42% of consumers say that if two products are of the same quality and price, commitment to a social purpose trumps factors like design, innovation and brand loyalty when choosing one brand over the other

*Sourced from Edelman and “The Power of the Post-Recession Consumer”, strategy + business, Spring 2011

FAST FACTS

93% of consumers feel companies must go beyond legal compliance to operate responsibly