"Consumers are still giving - even though it hurts. Some 71% of consumers globally said despite the recession they have given just as much - or more - time and money to causes they deem worthy… More than half of the 6,000 consumers surveyed said even in the throes of a recession they would be prepared to pay more for a brand if it supported a good cause. And more than two-thirds said they would be willing to pay more for eco-friendly products."
— Second-annual Edelman Goodpurpose study Advertising Age
