Brandweek provides this good summary of the GoodPurpose Consumer Study, the latest in Edelman PR’s annual global studies of consumer attitudes toward corporate social responsibility behavior.

Says Edelman:

“People all over the world are now wearing, driving, eating, and living their social purpose as sustained engagement with good causes becomes a new criterion for social status and good social behavior,” said Mitch Markson, Edelman’s chief creative officer, president of its brand consulting group and founder of goodpurpose. “This gives companies and brands associated with a worthy cause an opportunity to build long-term relationships with consumers that, in turn, allow them to feel valuable within their communities.”

The study results suggest that in both harsh and rebounding economies, brands will continue to benefit from identifying and contributing to a positive social purpose that makes sense for their business, with 64 percent of people globally saying they would recommend a brand that supports a good cause (up from 52 percent in 2008, and in the U.S., up 16 points from 47 percent in 2008 to 63 percent this year). In addition, 63 percent of all respondents are looking to brands and companies to make it easier for them to make a difference, with Brazil having the highest expectations at 86 percent.

“People are demanding social purpose, and brands are recognizing it as an area where they can differentiate themselves and in many parts of the world, not only meet governmental compliance requirements, but also build brand equity,” said Markson. “This year’s study shows that if companies respond intelligently to the sea change in consumer attitudes, brand loyalty among consumers – even during seriously challenging economic times – will actually grow. Even better, consumers will want to share their support for these brands with others.”

Cause marketing is an arrow in the quiver that most nonprofits should be exploring, but it involves more than just looking for cash.

As Edelman further notes: “… brands must look beyond traditional corporate social responsibility programs in which they simply donate money to a good cause … 66 percent 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.”

Tom