Social Impact Statistics You Should Know

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 – 2018 you’ll want to share.
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The Numbers

Cause sponsorship is 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

Consumer Preference

Nearly two-thirds of millennials and Gen Z express a preference for brands that have a point of view and stand for something. Kantar’s 2018 ‘Purpose 2020’ Report Nearly 2/3 of millennials and Gen Z express a preference for brands that have a point of view and stand for something #socialimpact #causemarketing Click To Tweet

28% of U.S. adults have stopped using a brand because of something negative they learned about in the news.  Critical Mix’s 2018 Spotlight on CSR 28% of U.S. adults have stopped using a brand because of something negative they learned about in the news. Click To Tweet

33% of consumers are now choosing to buy from brands they believe are doing social or environmental good. Unilever Consumer Study Unilever study: 33% of consumers buy from brands doing social or environmental good Click To Tweet

35% of Americans think a company’s reputation is just as important as the products it makes AND have purchased a product more than once, because of this reason. MWWPR calls these people “CorpSumers”. They walk the talk. MWW’s 2018 CorpSumer Research  35% of Americans think a company’s reputation is just as important as the products it makes. #social impact Click To Tweet

Two-thirds of consumers (66%) say it’s important for brands to take public stands on social and political issues, and more than half (58%) are open to this happening on social media – the top channel for consumer receptivity. Sprout Social’s ‘Championing Change in the Age of Social Media’ 2018 66% of consumers want brands to take stands on socio-political issues and 58% say social media is the place to do it #socialimpact 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

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

72% of consumers have donated to charity at the register and 65% of consumers felt positively about the retailer after giving. Of the 28% who do not donate at the register, 44% say it was because they “don’t know anything about the cause”.  Catalist’s Revelations at the Register 72% of consumers have donated to charity at the register #cause #marketing Click To Tweet

Employee Engagement

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

The number one issue in the eyes of all young Americans surveyed was Civil Rights/Racial Discrimination (29%), followed by Gun Safety (22%), Immigration (21%) and Climate Change (21%) 2018 Cause and Social Influence’s Influencing Young America to Act Civil Rights/Racial Discrimination was the #1 issue in the eyes of all young Americans #socialimpact Click To Tweet

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

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

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