1

GLOBAL CONSUMER SURVEY 2007- OVERALL RESULTS -

22

Objectives

Awareness

Attitudes

Actions

Advocacy

The good purpose Consumer Study was undertaken in order to better understand social issues, brands and consumer involvement related to “good causes”

The good purpose Consumer Study was undertaken in order to better

understand consumers understanding and involvement

with social issues, brands and “good causes”Areas of investigation:

Can consumers and brands work together to take action & effect positive change for mutual benefit?

33

Methodology and Sample• StrategyOne conducted 5609 interviews across nine countries between

September – October 2007. • The study was an online survey of consumers, nationally representative of each

of the country populations. For India and China survey was conducted as face to face and CATI respectively.

• Sample sizes per country are: US = 1004, China = 1000, UK = 582, Germany = 510, Brazil =505, Italy = 501, Japan = 503, India = 500, Canada = 505.

• The margin of error is +/- 3.1% for the U.S. sample and +/- 4.38% for the UK, German, Italian, Brazilian, Japanese, Indian, Chinese and Canadian samples. +/- 2.53% for the European (UK/Italy/ Germany) sample, +/- 3.1% for the North American (US and Canada) sample, +/- 2.53 for the Asian (Japan, China and India) sample and +/- 4.38 for the Latin American (Brazil) sample.

US 1004

UK 582

Italy 501

Brazil 505

India 500

Japan 503

China 1000

Germany510

Canada 505

44

WHAT HAVE WE LEARNT?

- Summary of key findings -

55

What Have We Learnt?

• Consumers are more involved than ever in social action!• Consumers will pay more for and evangelize good cause

brands • Environmental marketing is the new bottom line; other

social issues such as health equality are tracking very strongly with consumers as well

• Brands need to communicate their social purpose credentials more effectively

• Word-of-mouth is the most credible communication on causes

• Brands have the opportunity to involve consumers on a deeper level in social purpose by ‘making it easier to do good’

66

1. Consumers are more involved than ever in social purpose

• Nearly 9 in 10 consumers (88%) surveyed feel it is their duty to contribute to a better society and environment

• 83% say they can personally make a difference by supporting good causes

• 78% of consumers like to buy from brands that make a donation to worthy causes

Consumers want to make a difference & prefer brands that do!

77

Consumers and their families are becoming more active in good causes

• 56% of consumers are now involved in supporting a good cause.

• On average consumers are involved, either directly or through a member of their family, in more than two social or environmental causes…..in Brazil, it’s four

88

2 . Consumers will pay more for and evangelize good cause brands

• Make money and do good! 57% of consumers have no problem with brands that support good causes and make money, too

• 70% say they would be prepared to pay more for a brand that supports a good cause they believe in

• When choosing between two brands of same quality and price, a social purpose is what would most affect consumer decision (41%), ahead of design & innovation (32%) and brand loyalty (26%)

• Over half of consumers (55%) would help a brand promote its products if there was a good cause behind it

• 56% are more likely to recommend a brand that supports a good cause than one that does not

99

3. Consumers moving to citizenship? …as doing good makes people content

• “Helping others and contributing to my community” was second (44%) only in contentment to “spending time with friends and family” (75%)

• Only 22% of consumers globally feel most content when shopping

• Wide array of causes motivate consumers…

10

10

4. Environmental marketing is the new bottom line

• More than seven in 10 (73%) would be prepared to pay more for environmentally friendly products.

• Nearly nine in ten consumers (89%) say that products should use recycled packaging.

11

11

5. Brands need to better communicate their good purpose• Only 4 out 10 consumers are aware of a brand that

actively supports a good cause.• Spontaneous awareness of brands associated with good

causes is very low.• Unprompted across 9 countries Coke (10%), Avon,

McDonalds Nike, Natura, Banks and Krombacher beer (4% respectively) are the brands most commonly associated with a good cause.

• From a prompted list Coke (27%), Avon (18%), Dove (16%), Nike (16%), and The Body Shop (15%) are the brands most commonly associated with a good cause.

12

12

6. Consumers’ expect more from companies on good causes

• Two thirds (67%) of consumers would rather see brands spend more money on good causes and feel that too much money is spent on advertising and marketing.

• 74% feel that companies should do more to meet people’s needs without harming future generations.

13

13

7. Brands have the opportunity to involve consumers more deeply in social good by making it easier for them

• Brands need to help consumers find easy solutions for getting more involved in their cause as time (for 52% of consumers) and money (for 42%) are considered to be the main barriers

14

14

Good Causes - How to engage a brand with consumers

Awareness / informed

Care

Action

Loyalty36%

Action: promote or recommend a brand if there were a good

cause behind it

Loyalty: Would buy the brand that support good causes regardless

of the good cause

Support of any good causesInvolvement

67%

58%

83%

Informed about good causes

Care about any good causes

56%

15

Good Purpose Consumer Survey

In Depth Findings

16

16

Consumer Behaviour /Attitudes / Knowledge on Good Causes

PART ONE

17

17

Spending time with friends and family and ‘Doing Good’ makes us feel most content in all corners of the globe

10%

19%

47%

85%

7%

23%

31%

83%

14%

22%

50%

82%

8%

16%

43%

80%

12%

10%

44%

80%

16%

18%

49%

78%

29%

40%

53%

70%

11%

30%

27%

64%

11%

25%

49%

58%

12%

22%

44%

75%

Helping the world

Shopping

Helping others andcontributing to my

community

Spending time with familyor friends

TOTALChinaJapanIndiaItalyCanadaUSBrazilUKGermany

Q1. Thinking first about the things that make you feel the most content. Would you say? I feel content when I am...(Base: All Respondents n=5609)

! Personal satisfaction achieved through shopping does not make us feel as content as doing good and helping others.! Contentment from helping others highest in India, least in Japan

18

18

What groups / organisations represent “Good Causes”? - # One organisation per country -

Q2. Now we would like your view on good causes. People think about good causes in different ways. When you think of a group organisation that represents a ‘good cause’, which THREE organizations first come to mind? (Base: All Respondents n=5609)

#1 = Red Cross, 23%

Globally the 2 most recognised “Good

Causes” are…

#2 = UNICEF, 13%

Red Cross = 35%

Oxfam = 30%

Red Cross = 29%

Unicef = 27%

Red Cross = 40%

Unicef 18%

Greenpeace = 31%

Red Cross = 25%

United Way = 20%

19

19

Consumers care about the world they live in – they are willing to change their consumption habits to make a positive difference

38%

42%

44%

58%

67%

73%

74%

75%

76%

78%

78%

83%

83%

86%

87%

88%

88%

89%

91%

There is too much fuss about the environment

I buy many things that I don't really need

I like to buy new brands as soon as they come out to see what they'relike

I would never buy something that has been tested on animals

Personally involved in helping the less fortunate/ disadvantaged

Prepared to pay more for goods that are environmentally friendly

I would never buy something that has been made by child labour

When shopping for the household I watch every cent

More likely to buy products if they also benefit my local community

Find it helpful to know a product has been recommended by an expert Itrust

Like to buy from brands that make a donation to worthy cause

It's important to buy from companies that I know are socially responsibly

I can personally make a difference by supporting a good cause

Willing to change my own consumption habits if it can help maketomorrow's world a better place to live

Worth paying a bit more for goods that are good quality

Tend to keep buying the same brand for a while, if I like it

It is my duty to contribute to a better society and environment

Products should use recycled packaging whenever possible

Everyone should be able to express their opinion on issues without fearor censorship

Q3. Here are some things that people have said about their attitudes, buying habits or good causes. For each one I would like you to tell me how much, you agree or disagree with the statement ...(Base: All Respondents n=5609)

- Total % Agreeing with each Statement -

20

20

Consumers across the world care the most about the environment

69%

71%

77%

82%

83%

89%

89%

90%

92%

Supporting the creative arts

Supporting human and civic rights

Helping to raise people's self esteem

Building understanding and respect for othercultures

Fighting global HIV/AIDS

Reducing poverty

Equal opportunities to education

Enabling everyone to live a healthly life

Protecting the environment

Q5. How much do you personally care about the following good causes?.(Base: All Respondents n=5609)

98% in

Brazil96% in

Brazil96%

in Brazil95% in Brazil and Italy

95% in

Italy90% in Germany88% in Brazil

97% in Italy

87% in Brazil

Across the word the countries showing the most concern

are…

21

21

Getting Involved in Good Causes

PART TWO

22

22

Half of consumers (or a close member of their family) are involved in supporting a good cause

Q6. Are you or a close member of your family involved in supporting any good cause? (Base: All Respondents n=5609)

! Consumers in Canada and Brazil are

significantly more likely to actively support a good cause (70% and

69% respectively).! Japanese consumers are significantly less

likely (22%)22%

50%

51%

52%

57%

61%

64%

69%

70%

56%

Japan

Italy

India

UK

US

China

Germany

Brazil

Canada

TOTAL

23

23

Environmental and reducing poverty causes get most of our support

17%

17%

18%

21%

24%

31%

34%

43%

48%

Fighting global HIV/ AIDS

Supporting the creative arts (music, art, literature etc)

Building understanding and respect for other cultures

Helping to raise people's self-esteem

Supporting human and civil rights

Equal opportunity to education

Enabling everyone to live a healthy life

Reducing poverty

Protecting the environment

Q7. What good cause(s) do you support the most? (Base: All those who support a cause n=3127)

67% in

Brazil

Across the word the countries showing the most support

are…

67% in

China48%

in Brazil62%

in India44%

in Italy48%

in Brazil33%

in Brazil35%

in Brazil39%

in India

24

24

Supporting good causes still perceived as a charity donation

15%

23%

24%

24%

31%

36%

39%

58%

70%

Protested on behalf of a good cause

Being an active member of a non-profitorganisation

Teach others

Being active in my local community

Taken part in a sponsored event

Bought a product or service that supports agood cause

Worked for free/volunteered

Made a donation other e.g. clothes

Made a donation money

Q8. Of the cause(s) you said you support the most, how do you support it/ them? (Base: All those who support a good cause n=3127)

! Across the Word the Money Donation is the

main way people provide support

Money donation = 82%

Money donation = 51%

Money donation = 82%

Money donation = 75%

Money donation = 64%

Money donation = 71%

Money donation = 52%

Money donation = 55%

Money donation = 69%

25

25

Four out of ten consumers feel more involved in good causes now compared to two years ago

Q9. Do you feel you are more or less involved in good causes now than you were two years ago?? (Base: All those who support a good cause n=5609)

- % Feeling More Involved in Good causes -

23%

28%

32%

33%

36%

38%

40%

42%

63%

37%

Japan

Germany

China

UK

Canada

Italy

US

India

Brazil

TOTAL

26

26

Time and money are the key barriers to getting more involved in good causes

3%

32%

13%

27%

79%

5%

25%

5%

39%

68%

22%

19%

41%

40%

47%

16%

8%

8%

40%

40%

9%

17%

36%

21%

61%

24%

10%

13%

43%

64%

5%

14%

11%

58%

34%

11%

20%

7%

48%

45%

12%

19%

8%

59%

34%

12%

19%

19%

42%

52%

It's too much effort

I'm not motivated

Not enough information

Not enough money

Not enough time

TOTALUSUKGermanyItalyChinaJapanIndiaCanadaBrazil

Q10. What are some reasons why you are less involved with good causes? (Base: All those feel less involved in good causes n=5609)

- Top Five Barriers -

27

27

What leaders inspire us to get involved in good causes?

- # One leader per country (prompted)-

24%

27%

39%

45%

29%

23%

49%

12%

47%

Q11. Which of the following leaders or celebrities might inspire you to get involved with good causes? (Base: All respondents n=5609)

Globally the top 3 celebrities most likely to inspire involvement in a “good cause” are…#1 = Dalai Lama, 21%#2 =Nelson Mandela, 18%#3 =Bill and Melinda Gates, 16%#3 =The Pope, 16%

28

28

Traditional information sources and word of mouth still dominate how we obtain information on good causes, although the Internet is becoming an increasingly powerful tool

10%

12%

14%

15%

16%

16%

21%

23%

27%

31%

32%

36%

46%

48%

52%

Academic sources

Free content encyclopaedia such as Wikipedia

Local council

Social networking sites (MySpace, Facebook orother online communities)

Work colleagues

Weblogs or Blogs

Companies'website

Radio

Local community organisations

Anyone who is involved in supporting a goodcause

Non government organisations e.g. WWF, RedCross, WHO

Search engines

Friends & family

TV

Newspaper & magazines

Q12. If you were looking for information about supporting a good cause in order to get more involved, which sources would you turn to? (Base: All respondents n=5609)

! Consumers in Brazil (76%), the UK (75%) and Italy (75%) are most likely to use online information sources!Those in Japan are most likely to rely upon weblogs/blogs (31%)

29

29

Consumers are actively sharing information on good causes on a regular basis

9%

8%

22%

23%

24%

32%

8%

Never

Less than once year

Less than once a monthbut at least once a year

Less than once a weekbut at least once a month

Less than every day but atleast once a week

NET At least once a week

Every day

Q13. How OFTEN do you share information or opinions with others about good causes? (Base: All respondents n=5609)

Proportion of consumers in each country sharing

information at least once a week

24%

26%

11%

6%

47%

47%

38%

41%

69%

30

30

Consumers want return on involvement. They need to know the good cause is successful in bringing about change

11%

15%

20%

21%

25%

25%

26%

27%

29%

38%

It was relevant to my work

I already personally supported it

I could see that the product or service was in someway connected to the good cause e.g. A drinksmanufacturer building community wells in poorer

It raised awareness of the good cause

It was relevant to me or my family and/or friends

I had access to information about what is being done tosupport the cause

It was a local cause and helps the community I live in

My friends and family did

I liked it a great deal

There were proof of it's success/a positive effect on thecause it supports

Q15. Which THREE of the following, if any, would persuade you do more to support a good cause? (Base: All respondents n=5609)

49% in the UK

49% in the Germany

76% in India

39% in Canada

44% in Brazil

39% in Canada

40% in India

37% in Brazil

27% in India

26% in India

31

31

Sport and Entertainment sectors are perceived as doing the most to support good causes. Not surprisingly, Tobacco and Fuel are seen as the least supportive sectors

Q16. How much do you feel the following sectors are supporting good causes? (Base: All respondents n=5609)

32

32

How do Consumers feel about Brands and Good Causes?

PART THREE

33

33

Consumers are interested in brands and their cause related initiatives, therefore brands can benefit from consumers return on involvement = mutual benefit for consumer and brand

Q17. To what extent do you agree or disagree with the following statements? (Base: All respondents n=5609)

34

34

Consumers and companies need to work together to make causes successful

34%

5%

13%

17%

9%

19%

12%

42%

21%

14%

21%

19%

15%

48%

49%

60%

63%

63%

68%

69%

70%

75%

13%

7%

7%

15%

9%

Reading to schildren and afterschool programmes

Search for solutions on lifethreatening diseases

Do charity walks or events

Speaking up for equal rights

Serving food for the homelessor disadvantaged

Helping the elderly

Recycling

Raise funds or donate goodsfor charity

Reducing energy use

Consumers should act for themselves Companies should act for themselves Consumers and companies are best to do things together

Q18. To what extent do you agree or disagree with the following statements? (Base: All respondents n=5609)

35

35

Most consumers think brands are actively supporting good causes but there is still room for improvement

12%

45%

45%

46%

48%

59%

62%

72%

54%

Italy

Brazil

Germany

Japan

UK

Canada

US

China

TOTAL

Q19. How much, if at all, do you think product brands actively support good causes nowadays? (Base: All respondents n=5609)

- % thinking brands actively support good causes -

36

36

Only four out of ten consumers are aware of a brand that actively supports good causes

17%

29%

31%

31%

32%

37%

44%

55%

66%

39%

Japan

Italy

India

UK

US

Germany

Canada

China

Brazil

TOTAL

Q20. Are you aware of any brands that actively support good causes through their products/services? (Base: All respondents n=5609)

- % aware of a brand supporting a good cause -

37

37

Spontaneous awareness of brands associated with good causes is low

Q21. What brands are these? UNPROMPTED (Base: All those aware of a brand at Q20 n=2181)

17%

Krombacher beer, 41%

DASH, 20%

25%

25%11

%

18%

26%

14%

Globally, the # one unprompted brands associated with good causes are:#1 = Coke, 10%#2 = McDonalds, Avon, Natura, Banks, Krombacher Beer, 4% respectively

38

38

1) Newman’s Own =26%2) Cheerios = 20%

1) Body Shop = 43%2) Virgin = 12%

1) Coke = 18%2) Nike =13%1) Benetton

=24%2) Coke = 17%

1) Coke 69%2) Project Red 34% 1) Toyota Prius=

34%2) Nike = 21%

1) Body Shop =42%2) Dove =31%

1) Coke = 51%2) Dove = 48%1) Avon 43%

2) Coke 29%

Globally the brands most commonly associated with a good cause are…#1) Coke = 27% #2) Avon =18% #=3) Dove =16% #=3) Nike = 16% #4) The Body Shop = 15%

Top two brands with a good cause behind their products

- Top two brands per country (prompted) -

Q23. What brands are these? PROMPTED (Base: All respondents n=5609)

39

39

Consumers prefer to buy brands that support good causes, but they need to be convenient and competitively priced

9%

8%

20%

62%

19%

17%

14%

46%

8%

28%

17%

45%

31%

17%

6%

29%

13%

20%

23%

41%

10%

10%

23%

54%

15%

16%

11%

54%

25%

19%

14%

37%

18%

15%

23%

38%

16%

18%

44%

17%

Whether a brandsupports a good

cause or not makesno difference to my

buying decision

I will occasionally buya brand because of

the cause it supports

I would buy a brandthat supports a goodcause as much as I

can

I prefer to buy brandsthat support good

causes when they areconvenient and

competitively priced

TOTALUSUKGermanyItalyChinaJapanIndiaCanadaBrazil

Q27. Which of the following ONE statement comes closest to how you buy brands of products or services that support a good cause that you care about? (Base: All respondents n=5609)

40

40

Good causes have got people talking – word of mouth is the best way to share information on good causes

40%

11%

12%

13%

14%

18%

30%

30%

53%

86%

TOTAL INTERNET

Share information on social networking sites(MySpace, Facebook, or other online communities )

Talk to people I know through religious organisations

Send a text message

Talk to people I know through schools

Talk to people I know through voluntary work

Talk to people in the community where I live

Email or instant message someone

Talk to colleagues

Talk to friends and family

Q14. Which of the following ways, do you share information or opinions with other people about good causes? (Base: All those who search for information n=5609)

! Consumers in Brazil (65%) and India (50%) are most likely to share information on good causes via online information sources

41

41

Word of Mouth from like minded people is the most credible source of information on good causes

31%

33%

33%

35%

39%

39%

41%

45%

50%

50%

51%

54%

59%

Weblogs or blogs

Corporate or product advertising

Email updates issues by a company

Social networking sites (MySpace,Facebook, other)

Communications issues by companies suchas press release, annual report and

A company's own website

Search engines

Free content encyclopaedia such asWikipedia

Articles in newspaper

News coverage on the radio

Article in business magazines

Television news coverage

Recommendation from a person like yourself

Q27 Now if you wanted to find out more information about brands that support a good cause or a particular brand that does, how credible do you feel each of the following sources would be?

Q28 And if you wanted to find out more information about brands that support a good cause or a particular brand that does, how credible do you think the following organisations or individuals would be? (Base: All respondents n=5609)

- Credibility of organisations/individuals -

27%

32%

36%

36%

42%

44%

46%

49%

49%

50%

56%

60%

61%

Blogger

Companies' spokesperson

CEO of a company

Government official or regulator elected official

Local council

NGOs representative

Professional advisor such as a lawyer

Work colleagues

Church or spiritual advisor

Academic

Local community organisation

Doctor or healthcare specialist

A person like yourself

- Credibility of information sources -

42

42

Consumers prefer brands to communicate about good causes via the TV, Radio and Newspapers

3%

3%

10%

10%

22%

24%

25%

26%

28%

40%

42%

44%

45%

53%

Voicemail

Other

Social networking e.g. taking part in an onlinediscussion/chat room

Text messages

Letter or leaflet sent by post

Information in libraries or public places

Information in schools

Live event e.g. concert, fair

Email

Information in shops

Advertising

Company's website

Information in local newspapers

Information on TV or radio

Q29. How would you like brands to TELL YOU about any good causes they support? (Base: All respondents n=5609)

43

43

Quality and Price still drive our purchase decision making but having a “good purpose” is more important than design and brand loyalty

3%

4%

6%

21%

60%

2%

5%

28%

66%

5%

8%

8%

25%

55%

2%

15%

2%

34%

47%

11%

8%

9%

16%

56%

6%

2%

14%

28%

50%

2%

4%

12%

33%

49%

3%

3%

7%

40%

47%

6%

3%

9%

38%

45%

5%

8%

29%

52%

6%

Brand loyalty

Design / Innovation

Good Purpose

Price

Quality

TOTALUSUKGermanyItalyChinaJapanIndiaCanadaBrazil

Q30. Now I would like you to think about the reasons why you buy one particular brand over another. Please put the following factors in the order that reflects your decision when selecting a brand with the most important factor first.

! If two products were of the same quality and price, good purpose would be the most influential factor when choosing one brand over another (41%, followed by design at 32% and finally brand loyalty at 26%)

44

44

Consumers are willing to pay more for brands which support good causes they believe in

39%

47%

1%

48%

32%

62%

3%

64%

31%

58%

7%

65%

28%

65%

2%

67%

27%

67%

3%

70%

26%

68%

4%

71%

25%

67%

5%

72%

15%

74%

4%

78%

7%

22%

92%

25%

64%

6%

70%

70%

Nothing more

A little bit more

A lot more

TOTAL MORE

TOTALIndiaChinaBrazilItalyCanadaGermanyUSUKJapan

Q32. How much more would you be prepared to pay for a brand that supports a good cause that you believe in?

45

45

“Tell us you are Doing Good” – Brands that support good causes generates consumer engagement and action

2%

4%

13%

16%

17%

19%

25%

27%

33%

34%

39%

42%

44%

45%

47%

Not interested in the brand that supports goodcauses

Nothing

Email, text or blog positively about it

Defend the brand to critics

Seek the opinion of an specialist such as adoctor

Support its commitment to larger societalissues

Be more open to information the companyshares with you about it

Trust the product more

Visit the product or company website

Share information about it

Talking about the product/service to my familyand friends

Do research to learn more about it

Want to use it

Buy it

Recommend the product to others

Q33. If you are interested in products or services from brands that support a good cause, which of the following actions would you consider doing (Base: All respondents n=5609)

46

46

Good Causes and Prescription Medicines / Devices

PART FOUR

47

47

Good causes for prescription medicines to get involved in

11%

14%

21%

25%

32%

49%

51%

56%

65%

Supporting the creative arts

Buiding understanding andrespect for other cultures

Helping to raise people's selfesteem

Supporting human and civilrights

Equal opportunities toeducation

Reducing poverty

Protecting the environment

Fighting global HIV/AIDS

Enabling everyone to live ahealthy life

Q34 Focusing for a moment on just prescription medicines or devices. If a company that provides these products was looking to support a good cause which of the following good causes is right for prescription medicines or devices to be involved with? (Base: All respondents n=5609)

48

48

Consumers are more likely to buy from / recommend prescription medicine /device companies if they support healthcare causes

36%

47%

55%

65%

Support a product thatdiagnoses or treats yourquality of life but is not life

threatening

Support a product thataddress a major health issue

of the developed world(smoking, obesity,

diabetes,…)

Support a product thataddress a major health issuein developing countries (TB,

HIV, Malaria)

Support a product thatdiagnoses or treats a life-

threatening condition (cancer,stroke, …)

Brazil: 75%

Italy: 74%

Canada: 73%

Brazil: 77%

Italy: 65%

Germany: 65%

China: 59%

US: 52%

Canada: 52%

Canada: 44%

China: 42%

Italy: 42%

Q33. In which of the following cases, if any, would you be more likely to buy from or recommend a company (Base: All respondents n=5609)

49

49

Consumers strongly believe prescription medical brands should be allowed to promote with good causes even if the cause is not related to treatment

59%

64%

65%

66%

66%

73%

78%

81%

82%

71%

Japan

UK

Canada

Germany

US

India

China

Italy

Brazil

TOTAL

Q33. How much do you agree or disagree that prescription medical brands should be allowed to promote and work with good causes even if the cause itself isn’t related to what the product is intended to treat? (Base: All respondents n=5609)

50

GLOBAL CONSUMER SURVEY 2007- OVERALL RESULTS -