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
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
57% of U.S. Hispanics agree they are more likely to purchase brands that support a cause they care about (over-indexing non-Hispanic Whites by 9%), and 43% agree they expect the brands they buy to support social causes (over-indexing by 26%). Nielsen’s 2018 Descubrimiento Digital: The Online Lives of Latinx Consumers 57% of U.S. Hispanics agree they are more likely to purchase brands that support a cause they care about #socialimpact #CSR Click To Tweet
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
Business and Politics
36% say they trust business leaders to do what is right. Enso’s 2018 World Value Index
