Over the past 20 years, I have watched cause-related marketing explode in popularity in the United States as consumers become more socially conscious. But now there is strong evidence that the goodwill bug is spreading. The new Edelman Goodpurpose™ study of nine countries shows that 85% of consumers are willing to change brands or their consumption habits to make tomorrow's world a better place. 37% believe they are more involved in good causes than they were two years ago. (For Brazil, the number is 63%!)
Multinationals, take heed: cause-marketing is no longer just for developed markets. It's a tool for engaging consumers the world over. The numbers are there.
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