Are consumer truly loyal to socially responsible brands?

I must say I am deeply skeptical about Edelman's 'Goodpurpose' survey which proclaims that 'Eighty-five percent of consumers around the world are willing to change the brands they buy or their consumption habits to make tomorrow’s world a better place. Over half (55%) would help a brand “promote” a product if there was a good cause behind it.'

The survey states that even in countries like India, a brand's 'good cause' ensures loyalty. The study shows that a majority of consumers in India, China and Japan, despite the economic downturn, think it is important to purchase products and brands they perceive to be socially responsible (India 90%, China 90% and Japan 64%).

I don't have a problem with the survey to the extent that it shows consumer care about what the brand does in a social context. What makes me skeptical is 'cost implications' of this 'care' on the consumer; and supposing, should it raise costs thus prices, would consumers be willing to pay for it?

My bet is, depends, on a few variables. Take for example income levels. Would lower income groups be more accepting of 'care driven' increased costs and therefore prices? Would there be difference, should the consumer be urban or rural? Would class levels matter?

Also, should a question be posed on whether consumers consider a brand's social conscience, what do you expect the answer to be? And again, does that answer actually translate into a specific brand purchase, in the retail world? Or is it a case of, a politically correct answer and a politically incorrect action(purchase)? Again, as Anita and me intend to study, Would social consciences take a back seat during economic downturns among 'classes' that have taken a hit on their disposable incomes?

The highlights of the Goodpurpose Survey are,

• Consumers care deeply about social action.
• Consumers prefer brands that help make a difference.
• Consumers are ready to engage with brands in Mutual Social Responsibility.
• Brands have an opportunity to reach consumers through social purpose.
• Word of mouth is the most credible source of information about brands that support good causes.
• Interest in social purpose and action across developed and developing countries varies in unexpected ways.

Read about the survey results here.