Consumers favour brands that benefit society

More than eight out of ten consumers would be willing to change the brands they buy if it would help contribute to a better society, according to new research. The study, carried out by Strategy One and Edelman, surveyed 5,600 people across nine countries.

The research also found that 55% of the respondents would help a brand promote a product in aid of a good cause, while 78% like to buy brands that make a donation to worthy causes.

When selecting a brand, 52% of the people surveyed believe that quality is most important factor, followed by price (29%).

But the survey found that global awareness of brands supporting good causes – such as pop star Bono’s Project Red – is low. Only 39% of those surveyed are aware of brands that actively support good causes through their products or services.

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