NEW YORK, September 19, 2011— Marketing communications brand JWT surveys trends with Social Good, a study that measures the drive to be responsible citizens and effect positive change.
The trend report is the result of quantitative, qualitative and desk
research conducted by JWTIntelligence in partnership with EthosJWT. Together, they handled interviews with experts and influencers from the nonprofit and corporate social responsibility sectors and conducted quantitative surveys in the U.S., the U.K. and Canada. The surveys used SONAR™, JWT’s proprietary online tool, to poll 908 adults aged 18-plus from June 28-July 6, 2011.
The report explores four key trends. First off, it was discovered that today’s consumers expect greater accountability from nonprofits as well as brands involved in cause marketing. They want to know exactly where the money is going and what impact it’s having. More transparency will mean more focus on effecting real change and less “goodwashing.”
Rise of shared value is also imminent, as more corporations are starting to shift their business models, integrating social issues into their core strategies. The aim is to create shared value, a concept reflective of the growing belief that generating a profit and achieving social progress are not mutually exclusive goals.
Creative Urban Renewal also became an overnight creed among the respondents. As the global population becomes more urbanized and cities boom, brands have become key partners in enabling creative strategies for urban renewal—improving local environments, adding beauty or helping to bring communities together.
Ripping a Page From the For-Profit Handbook: Nonprofit organizations are increasingly adopting for-profit tactics, fusing social consciousness with
business acumen and focusing on achieving visible change.
“A number of macro trends are influencing social good initiatives today,including the call for greater transparency, as well as greater corporate
and brand participation, rapid urbanization and advancements in technology,” says Ann Mack, director of trendspotting at JWT. “As a result,
we’re seeing less ‘goodwashing,’ creative strategies for urban renewal andinnovative new donation channels from for-profits and nonprofits alike.”
The report also outlines things to watch in the Social Good space,including gamification, new ways to incentivize online engagement and
donation channel innovation, and highlights a number of standout case studies from around the world.
“Social Good” is available on JWTIntelligence.com. Additional knowledge and research on JWTIntelligence.com includes the recent trend reports Fear of Missing Out, Social Commerce, Tablet Checklist, 10 Trends for 2011 and 100 Things to Watch in 2011.
