Survey: More people spending on ‘cause’ brands
New York City Findings released Wednesday from a survey examining the importance of brands that have a social purpose revealed that despite the recession, an increasing number of people are spending on cause-related products even if they’re more expensive.
According to the 2009 Global Edelman Goodpurpose consumer study, 61% of respondents have purchased a brand that supports a good cause even if it wasn’t the cheapest brand; 83% said they would be willing to change consumption habits if it would help make the world a better place to live.
The study, which surveyed 6,000 people in 10 countries, revealed that during this recession, 57% globally say a company or brand has earned their business because it has been doing its part to support good causes (with Asian countries coming in highest; China at 85% and India at 84%).
Two out of three (67%) globally say they would switch brands if another brand of similar quality supported a good cause.
“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 behavior,” said Mitch Markson, Edelman’s chief creative officer, president of its brand consulting group and founder of goodpurpose. “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.”
Home Depot selects Teradata as new IT partner
WASHINGTON, D.C. Teradata announced that Home Depot has selected the Teradata Active Enterprise Data Warehouse to support its complex and growing enterprise information requirements.
In moving to the Teradata solution, Home Depot will consolidate multiple decision support systems into one centralized Enterprise Data Warehouse, which will reduce the complexity of their current IT environment, improve efficiencies and improve business insight by enabling faster decision-making. The new intelligence platform will enable detailed analysis of enterprise data pertaining to sales, inventory, cost and merchandise management.
“Our IT improvements are dedicated to creating more time for our associates to focus on customer-facing activities, and the implementation of Teradata’s solution will benefit our entire organization,” said Matt Carey, EVP and CIO, Home Depot. “Teradata’s value proposition and leadership in data warehousing platforms, software and services were critical in our decision to select them as our partner.”
Kelly adds Tiana to Disney wedding line
Disney Consumer Products and couture designer Kirstie Kelly are launching a gown inspired by Princess Tiana, Disney’s newest princess from the animated musical film, The Princess and the Frog.
The Tiana gown will be added to the Kirstie Kelly for Disney’s Fairy Tale Weddings line as the signature piece of an all new collection of bridal gowns. The new collection also includes the Snow White Diamond Edition gown, all new “Maidens” for bridesmaids, “Blossoms” for flower girls and a new line of fine jewelry with renowned jeweler Mouawad, each inspired by a Disney Princess character.
“The Princess Tiana gown is a very special part of the Disney Princess collection,” said Kelly. “When I look at this gown I see a modern woman that is very comfortable with her own identity. The gown is designed for a bride with a modern sensibility and effortlessly exudes both romance and sultry flair.”