A recent report conducted across 10 countries has found that the tough times, owing to the global economic downturn, notwithstanding, consumers across the world do not mind spending extra to buy brands with a social conscience. The study conducted by Edelman, an independent public relations firm based in the US, surveyed 6,026 adults across the US, China, Canada, the UK, Germany, Italy, France, Brazil, Japan and India, in the age group of 18-64 years. It found that 75% of the Indian consumers had purchased a brand that supported a good cause even if it wasn?t the cheapest brand available. Interestingly, the report, titled ?Good Purpose Study?, found that Indians were increasingly putting a premium on brands or products that were making contributions towards making the world a better place. FE?s Vivina Vishwanathan caught up with Robert Holdheim, managing director and country head of Edelman India to discuss other findings of the report. Edited excerpts:.

What prompted you to initiate this study?

We have been leaders over the years in looking at boundaries of branding and also in analysing the relationship between consumers and brands. Good purpose is one segment where we could understand the relationship of the consumer with the product better and also the changing nature of purchase decisions. This study also gives an insight to the sellers on how to tap the consumers in a more socially positive way.

What is the Indian consumers? attitude towards the so-called ?good brands??

Indian consumers are open to support a good cause. The survey reveals Indians are more socially responsible. The study reveals that 78% Indians are willing to change their consumption habits if it can help make the world a better place to live while 84% believe a brand has earned its business because it has been doing its part to support good causes as against 57% globally.

But are there too many Indian brands supporting social causes?

There are very few brands in India that support a social cause compared to their global peers. The study has found that despite a handful of brands supporting a social cause, India has beaten countries where it is mandatory to support some cause. Hence, brands that are eyeing the Indian market have a huge opportunity in this segment.

How important is pricing when it comes to purchasing a brand that supports a good cause?

When it comes to pricing, the survey has found that 75% of Indians have bought a brand that supports a good cause even if it wasn?t the cheapest brands, whereas, a whopping 70% Indians are fine with brands that support social cause and make money, too. A survey conducted in the US has also shown that people are ready to take up lower paying jobs if it supports a social cause and spend more on product that do the same. Hence, when it comes to a social cause, pricing doesn?t matter.

Can ?supporting a good cause? strategy help brands get ahead of their rivals?

There are a couple of key components of good cause that a brand needs to chart out before placing it into action. The cause needs to have credibility such as job creation, or anti-corruption or issues that are relevant for their target base of consumers. It should be in line with the brand?s own position. For instance, products like toothpastes may want to support oral care. The support for a social cause needs to be embedded in the brand strategy. It is absolutely alright to make money as nobody expects business to happen without it. Also, new concepts need to be encouraged.

What are the top social causes that consumers support and are consumers always aware of the good purpose a brand stands for?

Around 77% Indians are aware of brands that actively support good causes through their products and services, In India, the top three causes that consumers support are equal opportunity to education (97%), protecting the environment and reducing poverty (95%) and improving the quality of healthcare (93%). Globally, protecting the environment (91%) is the top cause that the consumers support.