NEW YORK AND AMSTERDAM, June 7, 2011 /CNW/ - Representative research of
the 16 highest-ranked countries in terms of GDP was conducted by
Letsheal.org and verified by Prof. Dirk Salomons (Columbia University,
NY). The study shows: 64% prefer brands that help consumers help
others. Researchers related this to mankind's growing universal search
for meaning. The study indicated only 16% are NOT searching.
Helping others makes life worthwhile
74% state that helping others makes their life meaningful. This has
risen sharply in the last three years (37%), likely because of the
financial crisis. 59% stated they like doing more for others beyond
donating, but often lack the time, resources, energy and inspiration.
The top three topics where people want to help are: 1) health, 2) the
environment, 3) children's rights. In China, environmental issues holds
Living a meaningful life important 85% consider a meaningful life
important, seeing it as basic need. People with meaning are less
depressed and have a more positive attitude.
Social media users nicer
In all countries, the same levels of empathy and prosocial, helpful
behavior were found. Women were shown to be more empathic.
Surprisingly, social media users are more prosocial in real life. They
do more volunteer work, and are more likely to offer their seats or
Search for meaning = business
Prosocial Brands that help people to help others by using their
marketing power to tackle societal issues are preferred over normal
brands by a notable 64%, because of the meaning they give. 68% prefer
to work for Prosocial Companies.
The 24,000 people in research warned wannabe Prosocial Companies not to
see it as easy money. Social goals should be ambitious, transparent,
the contribution significant and the business responsible. P&G's
diapers brand Pampers, committed to ridding the world of tetanus by
2013, is seen as a good example.
Mark Woerde, research director: "The old credo, 'survival of the
fittest' gives way to 'survival of the kindest'. What would happen to
the world if fraction of the US $450 billion spent annually on
advertising went into Prosocial Marketing?"
Countries of research (n=24,000): AU, BE, BR, CA, CH, DE, GB, ES, FR,
JP, IN, IT, MX, NL, RU, US. Free research and interpretation can be
For further information:
Country results and extensive releases: http://www.letsheal.org/press. For questions, spokespersons from Columbia University, the United Nations, Letsheal.org: Mark Woerde, research director (firstname.lastname@example.org, +31-6-16582020).