04 May '12, 1pm

Global customers buy brands that mix purpose with profit

Global customers buy brands that mix purpose with profit

Here's some evidence that consumers in emerging markets, rather than in developed countries, may soon be driving the market for sustainable and socially responsible products: Sentiments about social causes are generally stronger in emerging nations than in mature markets, according to the 2012 Edelman goodpurpose study . In emerging markets, almost two-thirds of the consumers in countries including Brazil, China, India and the United Arab Emirates said they donated money to social causes, compared with 52 percent of those in the United States and Western Europe. This gap also trickled into purchasing preferences: 62 percent of those in the emerging economies said they buy a "purpose-infused" product at least once a month, compared with 37 percent in developed nations. We've written before that Chinese consumers -- and particularly young people -- have rated the environment...

Full article: http://www.greenbiz.com/blog/2012/05/03/global-customers-...

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starting a fund to buy these

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