According to The Edelman PR agency, “around the world, people are becoming more involved in championing social causes and increasingly recognize the need to make a direct impact on a variety of global and local issues, from poverty, hunger and education to the environment, human rights and tolerance. And they are demanding that companies engage with them in “doing something” to make a difference.
So what can you do to make a difference? Well, one thing is to read blogs and let your voice be heard through the eyes of search engines. Another is to start blogging yourself.
According to the Pew Internet & American Life Project, blog readership jumped 58% in 2004. 7% of U.S. Internet usersâ€”8 millionâ€” have created a blog. More than one-in-ten internet users (12%) say they have posted material or comments on othersâ€™ blogs. That represents more than 14 million people and is a threefold increase from April 2003.
So not only are we increasingly participating and engaging in activities where we can be seen and heard on the web, the first of its kind study by Edelman also reveals that 83% of consumers believe they can personally make a difference by supporting social causes. 57% of consumers are comfortable with the idea that brands can support good causes and make money at the same time, and 78% like to buy brands that make a donation to worthy causes.
In his new book, Giving, Bill Clinton points to a dramatic increase of private citizens doing public good and multiple paths to involvement, from giving money and giving time to giving talent and more.
“This rising thunder for social action, involvement, and good citizenship is more than just a passing trend”, sites Edelman. “The popular culture is showing an overall influence of and commitment to the social purpose zeitgeist, from Al Gore winning the Nobel Prize for his revolutionary take on global warming, to the recognition of world influencers like the Dali Lama, Nelson Mandela and Desmond Tutu, to “cause celebrities” and leaders like Jolie, Oprah, Merkel, Branson, the Gateses and Bono, to social crusaders on the blogosphere and “mega-moms” on community networking sites.”
Through the lens of artistry, we too can make a difference. What passionate cause can you embrace? How can your art form change and shape the world we all share?