Despite the recession, consumers are still spending with companies and brands which have a social purpose.

So says the latest report – ‘goodpurpose’ – from agency Edelman, which surveyed 6,000 people in ten countries and found that 57 per cent believe a company or brand has earned their business because it has been doing its part to support good causes.

Asian countries particularly are affected by social action, with 85 per cent in China, 84 per cent in India agreeing.

Two out of three globally also say they would switch brands if another brand of similar quality supported a good cause, peaking in Brazil (83 per cent) and Italy (74 per cent).

Mitch Markson, Edelman’s chief creative officer, president of its brand consulting group and founder of goodpurpose, said: “People all over the world are now wearing, driving, eating and living their social purpose as sustained engagement with good causes becomes a new criterion for social status and good social behaviour. This gives companies and brands associated with a worthy cause an opportunity to build long-term relationships with consumers that, in turn, allow them to feel valuable within their communities.

“People are demanding social purpose, and brands are recognising it as an area where they can differentiate themselves and in many parts of the world, not only meet governmental compliance requirements, but also build brand equity,” said Markson.

“This year’s study shows that if companies respond intelligently to the sea change in consumer attitudes, brand loyalty among consumers – even during seriously challenging economic times – will actually grow. Even better, consumers will want to share their support for these brands with others.”