THE STATE OF

PLAY

BEYOND CORPORATE SOCIAL RESPONSIBILITY

The research has been done. The numbers are in. And it doesn't look good for those brands and organisations who aren't contributing positively to the health and wellbeing of our planet and it's inhabitants. The good news, though, is that businesses that go above and beyond the minimum requirements of CSR commitments are being rewarded heavily by consumer interest and loyalty. 

In simple terms, investing and collaborating in authentic ethical enterprises is not only great for our planet, but great for your bottom line.

€966 BILLION

64% OF PEOPLE ARE NOW BELIEF-DRIVEN BUYERS

They are the majority in every global market, at all ages, and in all income categories.

 

This means that two-thirds of consumers make their purchasing decisions based on what they believe in. Their interests, passions, and causes directly guide how and where they spend their time and money.

 

Brands need to capture the hearts and minds of these belief-driven buyers by authentically supporting and investing in ethical projects and ideas that will truly make a difference to our planet.

84%

of consumers are engaged by a compelling, authentic story.*

16%

are engaged by interruptive adverts.

BRANDS NEED TO TAKE A STAND

Your brands position on societal issues is now as important as your product features or services. 44% of buyers show intent to purchase after learning more about a product, whilst 43% percent show intent to purchase after the communication of a brand's stand on global topics that matter to them. 

 

Consumers now trust businesses more than their governments to address the most important issues that threaten our planet. And 64% of employees now believe that CEO's should to lead the way in their business instead of waiting for the government to impose it.

50% of people surveyed said they will choose, switch, avoid or boycott a brand based on its stand on societal issues. That's half of the population who need to hear about your brands ethical viewpoints.

bought a brand for the first time because

of its position on a controversial issue.

67%

will not buy a brand because it stayed silent

on an issue it had an obligation to address

65%

ANTI-SOCIAL MEDIA

In 2018, the UK saw a 2% drop in the trust that people placed in information they received via social media. Globally, we are becoming more informed and less trusting than at any other time in history. 

A worldwide survey showed that consumers are now significantly less interested in 'social-influencers' and more engaged by experts, 'real-people' or employees of a brand. 

56% of people surveyed said that they believed brands were spending too much time looking for ways to force them to pay attention to their messages and not enough time thinking of ways to make me want to pay attention

DOWNLOAD THE REPORT

Our information here is taken from the 2018 Edelman Earned Brand Global Report. You can download it here for your own purposes, or visit Edelman directly here.