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Introducing: goodpurpose 2012

To be successful today, leading brands and corporations must stand beyond making profits. Edelman’s 2012 Trust Barometer found that tomorrow’s trust is built on societal performance through the treatment of…

Discovering the Me in We

As brands, corporations and markets re-orient around Purpose, consumers are developing and demonstrating personal values amidst today’s persistent economic challenges and cultural upheaval. The 2012 goodpurpose® study revealed that 85%…

The Reengineering of Brand Marketing

Darwin’s theory of Natural Selection describes the gradual, non-random process by which biological traits appear in a population over time. In brand marketing, the evolutionary process also applies. It just…

License to Lead

The adage, “rules are made to be broken,” is not something that is often associated with commercial enterprise. Certainly, it is in every business’ best interest to obey the rules…

Purpose Bull Markets

As companies operating in North America and Europe well know, today’s volatile macroeconomic environment and gloomy outlook presents a massive challenge: how do we meet our financial targets and continue…

About goodpurpose®

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.

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5 Years of Purpose

Darwin’s theory of Natural Selection describes the gradual, non-random process by which biological traits appear in a population over time.…

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Featured Articles

This post originally appeared as a case study on Edelman.com. The facts are staggering: 35 percent of girls ages 8-17 in the…

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Purpose Around the World

As companies operating in North America and Europe well know, today’s volatile macroeconomic environment and gloomy outlook presents a massive…

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