Over the last three years I’ve been very impressed with Edelman’s goodpurpose report. They interview roughly 6,000 people from 10 countries to get a sense of consumer trends particularly as it relates to societal issues (environment, human services, education etc.)  As a social entrepreneur who has spent her career finding ways to strengthen nonprofits, I’m thrilled to see  research that consumers are also trending rapidly in this direction.

Edelman coined the phrase “Mutual Social Responsibility” which means in their words: “People, companies and brands acting together to effect positive social change for mutual benefit.” I have a friend who calls this a virtuous circle. I like it. A lot.

Some highlights quoted directly from the 2009 report:

• For companies and brands, doing good and making money can go hand-in-hand, as 61% of people have bought a brand that supports a good cause even if it wasn’t the cheapest
• 64% of people say they would recommend a brand that supports a good cause
• 59% would help a brand promote its products if there was a good cause behind it
• 58% choose to buy brands that support good causes because they cannot financially support good causes on their own
• When choosing between two brands that are the same in quality and price, 43% are more interested in the social purpose of a corporation or brand than design or innovation (34%) and brand loyalty (24%)
• Despite the recession, people are turning to companies, organizations and brands linked to a social purpose as a way to contribute their own resources, both time and money, to help solve social challenges

Any my favorite part from the report: We have shifted from the age of immediate gratification to the age of immediate justification. 83% of respondents are willing to change consumption habits if it can help make the world a better place to live, indicating a trend away from traditional social status symbols like luxury goods in favor of brands with a social purpose. People around the world are now wearing, driving, eating and living their social purpose!

Shameless plug: This research fully supports the notion that people will choose to Browse with Purpose using GlobalMojo, the only charitable web browser on the market today that generates ongoing revenue (50% of gross) to the nonprofits and schools of our consumers’ choice. If this appeals to you, check out GlobalMojo. End commercial interruption.

Fantastic report by Edelman. I encourage you to review it and spread the goodpurpose news!