If you work at the intersection of profit and purpose, you undoubtedly need quick access to research to support your daily work, whether you’re presenting to the C-Suite or potential partners. When it comes to brand purpose and corporate social responsibility, there’s a growing mountain of evidence that links doing well and doing good.
Here are a few top-line cause marketing and social impact statistics from 2016 – 2020 you’ll want to share.
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The Numbers
Cause sponsorship was predicted to reach $2.23 billion in 2019, a projected increase of 4.6% over 2018. IEG Sponsorship Report Cause sponsorship is predicted to reach $2.23 billion in 2019, a projected increase of 4.6% over 2018. #socialimpact #causemarketing Click To Tweet
Outpacing individual giving 5-to-1, Corporate giving in the U.S. has grown by 15% over the last 2 years, making it a more competitive marketplace for nonprofits to capture corporate funding than ever before. Accelerist’s 2020 Trend Report Outpacing individual giving 5-to-1, Corporate giving in the U.S. has grown by 15% over the last 2 years. #socialimpact #causemarketing Click To Tweet
Consumer Preference
73% of respondents believe that a company can take actions that both increase profits and improve conditions in communities where it operates Edelman’s 2020 Trust Barometer 73% of respondents believe that a company can take actions that both increase profits and improve conditions in communities where it operates #CSR #socialimpact #causemarketing Click To Tweet
87% of respondents believe that stakeholders, not shareholders, are most important to long-term company success Edelman’s 2020 Trust Barometer 87% of respondents believe that stakeholders, not shareholders, are most important to long-term company success #CSR #socialimpact #causemarketing Click To Tweet
One-third of all consumers today will stop buying their preferred products if they lose trust in the brand, and one-third of consumers have already stopped purchasing their longtime, favorite brands in 2019. IBM’s 2020 Purpose and Provenance Drive Bigger Profits for Consumer Goods One-third of all consumers today will stop buying their preferred products if they lose trust in the brand, and one-third of consumers have already stopped purchasing their longtime, favorite brands in 2019 #socialimpact… Click To Tweet
72% of Americans say they feel it is more important than ever that the companies they buy from reflect their values. 76% say supporting companies that are addressing social and environmental issues helps them feel they are doing their part. Nearly nine-in-10 consumers (86%) say they’re likely to purchase from purpose-driven companies. 2019 Porter Novelli/Cone Purpose Biometrics Study 72% of Americans say they feel it is more important than ever that the companies they buy from reflect their values #socialimpact #causemarketing Click To Tweet
One third of Americans plan to increase the amount they spend on “good” products and services in the next year. However, 40% of Americans are not able to name a socially responsible organization when asked. Good.Must.Grow.’s 2019 Conscious Consumer Spending Index One third of Americans plan to increase the amount they spend on 'good' products and services in the next year. However, 40% of Americans are not able to name a socially responsible organization when asked. Click To Tweet
64% of consumers choose, switch, avoid or boycott a brand based on its stand on societal issues. Edelman’s 2018 Earned Brand Study 64% of consumers choose, switch, avoid or boycott a brand based on its stand on societal issues. #socialimpact #causemarketing Click To Tweet
86% of consumers believe that companies should take a stand for social issues and 64% of those who said it’s ‘extremely important’ for a company to take a stand on a social issue said they were ‘very likely’ to purchase a product based on that commitment. 2018 Shelton Group’s ‘Brands & Stands: Social Purpose is the New Black‘ 86% of consumer believe that companies should take a stand for social issues and 64% of those who said it’s ‘extremely important’ for a company to take a stand on a social issue said they were ‘very likely’ to purchase a product… Click To Tweet
Economic Opportunity
An estimated $1.2 trillion opportunity exists for brands that make their sustainability credentials clear. Unilever Consumer Study Unilever study: An est. $1.2 trillion opportunity exists for brands that make their #sustainability credentials clear Click To Tweet
Brands with a purpose set on improving our quality of life outperform the stock market by 120%. Interbrand’s Best Global Brands 2017 Brands with a purpose set on improving our quality of life outperform the stock market by 120% Click To Tweet
The direct impact on future revenue losses due to trust events is conservatively estimated at US$180 billion for the 7,000+ companies analyzed by Accenture in their 2018 Report ‘The Bottom Line of Trust‘. That comes to approximately US$4 billion for a US$30 billion company. The price of losing consumer trust? $180 billion for the 7,000+ companies analyzed by Accenture. #socialimpact Click To Tweet
Point of Sale
Retailers are 4.1x more likely to sponsor cause-related initiatives than any other industry Accelerist’s 2020 Trend Report Retailers are 4.1x more likely to sponsor cause-related initiatives than any other industry. #socialimpact #causemarketing Click To Tweet
60% of consumers say brands should make it easier to see its values and its position on important issues at the point of sale. Edelman’s 2018 Earned Brand Study 60% of consumers say brands should make it easier to see its values and its position on important issues at the point of sale. #socialimpact #causemarketing Click To Tweet
Employee Engagement
56% of respondents say purpose feels like a PR exercise instead of a business strategy. The B2B Purpose Paradox 2020 (Carol Cone on Purpose, ANA and The Harris Poll) 56% of respondents say #purpose feels like a PR exercise instead of a business strategy #socialimpact #CSR Click To Tweet
51% of respondents say purpose doesn’t play a significant role within their competitive set. The B2B Purpose Paradox 2020 (Carol Cone on Purpose, ANA and The Harris Poll) 51% of respondents say #purpose doesn’t play a significant role within their competitive set #socialimpact #CSR Click To Tweet
50% of respondents say their company lacks the capacity to put purpose at the center. The B2B Purpose Paradox 2020 (Carol Cone on Purpose, ANA and The Harris Poll) 50% of respondents say their company lacks the capacity to put #purpose at the center #socialimpact #CSR Click To Tweet
75% say “my employer” is the most trusted institution (significantly more trusted than NGOs (57 percent), business (56 percent), government (48 percent) and media (47 percent)). 2019 Edelman Trust Barometer 75% say “my employer” is the most trusted institution #socialimpact #CSR Click To Tweet
Nearly four in 10 employees (38%) report that they have spoken up to support or criticize their employers’ actions over a controversial issue that affects society. Weber Shandwick’s 2019 Employee Activism in the Age of Purpose: Employees (UP)Rising 38% of employees report that they have spoken up to support or criticize their employers’ actions over a controversial issue that affects society. #employeeengagement #socialgood #CSR Click To Tweet
Turnover dropped by 57% in employee groups most deeply connected to their companies’ giving and volunteering efforts. 2018 Benevity Engagement Study Turnover dropped by 57% in employee groups most deeply connected to their companies’ giving and volunteering efforts. Click To Tweet
89% of executives surveyed said a strong sense of collective purpose drives employee satisfaction. Harvard Business Review’s The Business Case For Purpose 89% of executives surveyed said a strong sense of collective purpose drives employee satisfaction Click To Tweet
Nearly 3 in 10 employees who don’t give through their workplace giving program say they are not giving because the causes they care about aren’t offered as a choice. America’s Charities Snapshot 2017 3/10 employees who don’t give through their workplace giving program say they are not giving because the causes they care about aren’t offered as a choice Click To Tweet
Millennials, Influencers and GenZ
Of consumers who follow digital influencers, 35% were engaged with a cause due to an influencer’s recommendation. Allison+Partners’ 2017 Influence Impact Report Of consumers who follow digital influencers, 35% were engaged with a cause due to an influencer’s recommendation. Click To Tweet
Brands As Activists
76% of global respondents say that CEOs should take the lead on change rather than waiting for government to impose it. And 73% believe a company can take actions that both increase profits and improve economic and social conditions in the community where it operates. 2019 Edelman Trust Barometer 76% of global respondents say that CEOs should take the lead on change rather than waiting for government to impose it. #socialimpact #CSR Click To Tweet
62% of global consumers want companies to take a stand on issues they are passionate about and 64% find brands that actively communicate their purpose more attractive. Accenture’s 2018 Global Consumer Pulse Research 62% of global consumers want companies to take a stand on issues they are passionate about and 64% find brands that actively communicate their purpose more attractive. #socialimpact Click To Tweet
81% of tech professional think CEOs have a responsibility to speak up about issues that are important to society. Weber Shandwick’s CEO Activism in 2018: The Tech Effect
81% of tech professional think CEOs have a responsibility to speak up about issues that are important to society Click To Tweet
81% say business can be a force for positive social and environmental change. Enso’s 2018 World Value Index 81% say business can be a force for positive social and environmental change. Click To Tweet
Americans expect companies to lead with Purpose: 78% of Americans believe companies must do more than just make money; they must positively impact society as well. 2018 Cone/Porter Novelli Purpose Study 78% of Americans believe companies must do more than just make money; they must positively impact society as well. Click To Tweet
Social Impact Investing and Business Investors
73% of investors (defined as adults who own individual stocks) agree that a company’s efforts to help improve society and the environment contribute positively to return on stockholder’s investments. 2019 Aflac Survey on Corporate Social Responsibility 73% of investors (defined as adults who own individual stocks) agree that a company's efforts to help improve society and the environment contribute positively to return on stockholder's investments #ImpactInvesting #SocialImpact Click To Tweet
48% of investors report they have decided to not invest in a company because of its position on some issue, with 38% having actually sold shares. 2019 Aflac Survey on Corporate Social Responsibility 48% of #investors report they have decided to not invest in a company because of its position on some issue, with 38% having actually sold shares #ImpactInvesting #CSR Click To Tweet
Three of five (business investor) respondents said that they have increased their investment allocation to companies that excel in ESG factors. 56% of investment are hiring more ESG staff internally. 2019 Edelman Trust Barometer Special Report: Institutional Investors
Business and Politics
56% of consumers say that too many brands are using societal issues as a marketing ploy. 2019 Edelman Trust Barometer 56% of consumers say that too many brands are using #societalissues as a marketing ploy #csr Click To Tweet
36% say they trust business leaders to do what is right. Enso’s 2018 World Value Index 36% say they trust business leaders to do what is right. #csr Click To Tweet
