Good Purpose


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.

The power of Purpose is driving consumer preference and loyalty in a world where trust in corporations is low and differentiation between brands is negligible. The implications are extensive: from product innovation, R&D, and supply chain optimization, to employee engagement and marketing. Purpose, whether at the core of business operations, or at the heart of the brand proposition, is inventing, motivating and even reengineering organizations as we know them.

And, consumers worldwide could not agree more. For them, values are the new currency; Purpose is the new paradigm.

Full results from the 2012 Edelman goodpurpose survey are available by reading the Executive Summary or the Global Results Presentation.

The 2012 Edelman goodpurpose® study is the firm’s 5th annual global consumer study conducted by  StrategyOne, Edelman’s wholly owned research firm, and consisted of online interviews in 16 countries among 8,000 adults (ages 18+). Five-hundred respondents were surveyed in each of the following markets: Belgium, Brazil, Canada, China, France, Germany, India, Indonesia, Italy, Japan, Malaysia, the Netherlands, Singapore, the United Arab Emirates, the United Kingdom and the United States. Interviews were conducted from January 18 – February 15, 2012.