Consumer attitudes and a good cause

It seems that despite the GFC, consumers are still spending with companies and brands that have a clear social purpose.

A 2009 global study reported last month in The Wise Marketer (www.thewisemarketer.com) has some interesting stats about consumer attitudes.

Surveying 6000 people in 10 countries, the study particularly looked at whether consumers will swap brands where a brand supports a good cause. Countries surveyed include USA, UK, France, Italy, Japan, China, India and Brazil.

Some of the most interesting results were:

> 67% of consumers say they would switch brands if another brand of similar quality supported a good cause.
> 83% of consumers are willing to change their consumption habits if it can help make the world a better place to live in.
> 70% said they would prefer to live in an 'eco-friendly house' rather than a 'big house'.
> 69% of consumers would rather use a brand that supports the livelihood of local producers than a designer brand.
> 71% think brands and companies spend too much on advertising and marketing and should put more into good causes.
> 64% would recommend a brand that supports a good cause, up from 52% in 2008.
> 64% expect all brands to support a good cause.
63% are looking toward brands and companies to make it easier for them to make a difference in the world.

With the survey covering so many countries, the challenge for us is to assess how relevant these figures are for Australia in general, and for our own specific target audiences in particular.