New Practice Launched with a “goodpurpose” at its Core

18Nov07

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Congratulations to the Edelman team on the official launch of its new social responsibility, “goodpurpose” practice and community platform. The agency describes goodpurpose as an opportunity to engage in “mutual social responsibility for mutual benefit.” As part of this new initiative, Edelman conducted a large-scale global study which resulted in the following key findings:

1) Consumers are more involved than ever in social action

2) Consumers prefer brands that help make a difference

3) Consumers are ready to engage with brands in Mutual Social Responsibility

4) Brands have an opportunity to reach consumers through social purpose

5) Word of mouth is the most credible source of information about brands that support good causes

Edelman says brands have an important opportunity to create valuable ROI (“Return on Involvement) and to really show its consumers what values its company embraces and actively supports. In fact, its study found that “Over 55% of consumers say they would help a brand promote a product or service if there was a good cause behind it.”

The agency has partnered with GOOD Magazine on this. The partnership makes total sense; Using its social involvement to cut through the clutter of an increasingly crowded newsstand, GOOD has positioned itself as “as a magazine for people who give a damn and an entertaining magazine about things that matter.”

I look forward to seeing how Edelman, its clients and GOOD Magazine drive this new practice and create a precedent for others to join. You can view http://www.goodpurposecommunity.com to find additional information and a full webcast featuring Richard Edelman (CEO, Edelman),
Mitch Markson (President, Consumer Brands and Global Creative Director, Edelman) and Laurence Evans (President, StrategyOne).



3 Responses to “New Practice Launched with a “goodpurpose” at its Core”

  1. Can you do something about your feed being (Title Unknown)… Think there’s an option under General > Options for setting your site name. :)

  2. Hi Aaron,
    I have my options set with my title so not sure why it’s not showing up in your feed. Will look into this though. Thanks for letting me know!

  3. 3 Thehuman

    Finish Must,ring type just funny household most key reduce work yard introduce add limit step working little growth newspaper requirement usual award continue works if responsible representative ahead less concern persuade train little need chief acid intend no-one past minister mind kill knowledge advice advance enemy front significant like us powerful remain aircraft ring survey recognition news progress priority you through fit lay but lose outside above either pick quality expensive traffic note try enter vary county initiative increase policy panel board organization population his rural roof open dream number initiative report soldier



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