Consumers in Emerging Economies Expect Companies to Be More Eco-Minded

by Timothy B. Hurst

Consumers in emerging economies are more sensitive to the social performance of brands and are more likely than Americans to purchase and promote brands that support good causes, according to new research from the public relations firm, Edelman. The 2010 Edelman goodpurpose Consumer Study (PDF) found that individuals in the emerging economies of Brazil, China, India and Mexico countries had higher expectations of brands to support good causes. Approximately 8 in 10 consumers in the emerging markets expect brands to do something to support a good cause, while only sixty-three percent of Americans agree. "Brazil, China, India and Mexico have reached a tipping point in terms of economic development and their consumers no longer need to make trade-offs," said Carol Cone, managing director, Brand & Corporate Citizenship, Edelman. While the Edelman study dealt with social causes broadly defined, "protecting the environment" ranked as the number one cause. "In emerging markets, the dramatic rise of 'the citizen consumer' has happened so quickly because battles over societal issues like natural resources and human rights have taken place right in their backyards. They understand purpose and want it to be at the center of their lives and their everyday interactions with brands," said Cone. The Edelman study is one of three new pieces of research indicating growing concern for the environment and climate change in less industrialized countries. Reprinted with permission from Earth & Industry

Post originale: http://featured.matternetwork.com/2010/11/consumers-emerging-economies-expect-companies.cfm