Edelman introduces Goodpurpose
By Adnews Staff
Toronto-based public relations agency Edelman has opened a new unit called Goodpurpose that is intended to position brands as part of a social platform or social cause. The unit offers advice on marketing, digital activities, research and corporate social responsibility. According to a survey conducted by the agency, 91% of Canadian consumers are willing to change the brands they buy "to make tomorrow's world a better place." The study also found that 46% of those surveyed would help promote a brand "if there was a good cause behind it." "We see a new phenomenon emerging where consumers and the brands they interact with every day take a mutual interest in and a mutual responsibility for being good citizens," said Lisa Kimmel, vice-president of the firm's consumer technology practice. "It's a natural fusion of corporate social responsibility and traditional cause-related marketing. Consumers are seeking a more personal, co-creative role in everything from product development to brand marketing."