Edelman Global Research

2012 Edelman goodpurpose Global Study

The goodpurpose study is Edelman’s annual global research that explores consumer attitudes around social purpose, including their commitment to specific societal issues and their expectations of brands and corporations. The survey was conducted in 16 countries among 8,000 adults, and is the only global, longitudinal study of its kind. Canadian highlights include:

89% of Canadians believe that business should place at least equal weight on business and society (vs. 87% globally)

Only 21% of Canadian respondents believe business is performing well in addressing societal issues (vs. 28% globally).

On par with the global average, 80% of Canadian respondents believe it’s critical for companies to make consumers aware of their efforts.

Only 38% of Canadian respondents were willing to pay a premium for Purpose (vs. 42% globally).

36% of Canadian respondents felt “People like me” now have more power and influence to make a difference (vs. 44% globally) but only 25% believed “people like me” should be most responsible to address societal issues than government (47%).

Read the releaseLink to the Executive Summary. Canada-Specific insights contained within this slide deck.