Despite the downturn, there is evidence that consumers are interested in "purpose branding."
That's the spin from Procter & Gamble's Jim Stengel who (surprise, surprise) is leaving P&G at the end of the month to join a "purpose branding" consultancy.
Back-up data: In a study released this month, 26% of consumers expect companies to give more support to causes and nonprofits in an economic downturn, while 52% expect companies to maintain existing programs. Another 79% of consumers said if price and quality were similar, they would switch to a brand associated with a good cause.
OK, I'll buy it.