A new consumer study has found that 57% of consumers, globally, say a company or brand has won their business because of its support of good causes, with Asian countries coming in highest.

The data, collated in the 3^rd annual Edelman Consumer Study shows that China and India have the highest levels, with 85% and 84% respectively, declaring they support these companies. 67% globally also say they would switch brands if another brand of similar quality supported a good cause, peaking in Brazil at 83% and Italy 74%.

Shifting consumer trends

The study also found that 83% of people are willing to change consumption habits if it can help make the world a better place to live, indicating a startling consumer shift and trend away from traditional status markers like big houses and luxury cars and toward identification with social purpose brands.

Other findings included: 68% of people feel that it's becoming more unacceptable not to make noticeable efforts to show concern for the environment (rising to 82% in China) and live a healthy lifestyle (87% in China).

69% globally would rather have a brand that supports the livelihood of local producers than a designer brand (31%), North American and most European countries in the study, as well as Brazil, overwhelmingly prefer supporting the livelihood of local producers, with each indicating more than 80% preference.

The study shows that brands will continue to benefit from identifying and contributing to a positive social purpose that makes sense for their business.

Edelman's chief creative officer and president of its brand consulting group, Mitch Markson (pictured) said that "People are demanding social purpose, and brands are recognizing it as an area where they can differentiate themselves ...not only to meet governmental compliance requirements, but also build brand equity. "

Global breakdown

Japan fell short of many of the global results, with the exception of choosing social purpose over social status, overwhelmingly preferring hybrid cars (89%) and eco-friendly houses (87%)

More than three out of four people in the UK, France, Germany and Italy were willing to change their own consumption habits if it can help make tomorrow's world a better place to live.

Americans, too, overwhelmingly indicate they are willing to change consumption habits to make the world a better place to live (85%) and are looking to companies and brands to make it easier for them to make a difference (65%)

While the study reveals that social purpose is becoming increasingly crucial to a brand's success, 66% of people believe that it's no longer enough for corporations to merely give money away, but that they must integrate good causes into their day-to-day business.

Markson concluded that, "Companies that become catalysts for social change and respond to rising consumer expectations... will not only survive, but also thrive in ways their competitors will not... "