A study by public relations company Edelman, which looked at how consumers around the world interact with brands that promote a social purpose, found that in 2012, consumers considerably redoubled their focus on buying from societally engaged brands. Between 2008 and 2010, approximately 42% of internet users said that when quality and price were the same, brands that had a social purpose were more likely to trigger a purchase. In 2012, that figure bumped up 11 percentage points to 53%. Read the rest at eMarketer.
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