How to reach emerging market consumers with new ... - Roland Berger
How to reach emerging market consumers with new ... - Roland Berger
How to reach emerging market consumers with new ... - Roland Berger
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Study 21<br />
F10<br />
Buying socially<br />
responsible goods is<br />
growing in importance<br />
in <strong>emerging</strong> <strong>market</strong>s<br />
On average, how<br />
often do you buy a<br />
brand that supports<br />
a good cause?<br />
Every 6 <strong>to</strong> 12 months<br />
At least once a month<br />
Bull <strong>market</strong>s *<br />
22%<br />
62%<br />
84%<br />
At least once a year<br />
Bear <strong>market</strong>s **<br />
19%<br />
37%<br />
56%<br />
At least once a year<br />
*) Consumers in <strong>emerging</strong> <strong>market</strong>s are "bullish" on purpose! They have high expectations of brands when it comes <strong>to</strong> social issues<br />
**) Bear <strong>market</strong>s are industrialized countries. Here, the <strong>consumers</strong> don't have such high expectations of brands regarding social issues<br />
Source: goodpurpose®