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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Black Lives Matter & Social Justice
60% of respondents are optimistic that as companies begin to address social justice issues, we will see real change – and 62% believe companies can help normalize social justice conversations through their marketing and communications. Porter Novelli’s 2021 Business & Social Justice Study 60% of respondents are optimistic that as companies begin to address social justice issues, we will see real change – and 62% believe companies can help normalize social justice conversations through their marketing and… Click To Tweet
Two of the top three movements for which respondents took action involved supporting Black
Americans. Cause & Social Influence’s 2021 Influencing Young America To Act Two of the top three movements for which respondents took action involved supporting Black
Americans. #SocialImpact #RacialJustice Click To Tweet
76% of executives acknowledge the role of business in perpetuating systemic racial inequality and are committing to action now more than ever. Porter Novelli’s 2020 Executive Purpose Study 76% of executives acknowledge the role of business in perpetuating systemic racial inequality and are committing to action now more than ever. #SocialImpact #RacialJustice Click To Tweet
74% of respondents agree the way companies conduct themselves during these protests will impact whether they do business with those companies in the future. National Retail Federation’s 2020 The Evolving Conversation On Consumer Values 74% of respondents agree the way companies conduct themselves during these protests will impact whether they do business with those companies in the future. #socialimpact Click To Tweet
67% of respondents have noticed some companies taking a stance on racial issues for the first time. National Retail Federation’s 2020 The Evolving Conversation On Consumer Values 67% of respondents have noticed some companies taking a stance on racial issues for the first time. #socialimpact Click To Tweet
57% of Americans believe companies need to address racism in their branding. Porter-Novelli 2020 Addressing Social Justice & Diversity In Communications 57% of Americans believe companies need to address racism in their branding. #socialimpact Click To Tweet
80% say companies need to recognize their role in systemic racial inequality and the same amount (80%) say they wish more companies would be honest about their past mistakes or biases in addressing or talking about race. Porter-Novelli 2020 Business Imperative For Social Justice Today 80% say companies need to recognize their role in systemic racial inequality and say they wish more companies would be honest about their past mistakes or biases in addressing or talking about race. #socialimpact Click To Tweet
59 of the 199 companies that had released a Black Lives Matter statement had disclosed enough detail to show how many employees identify as Asian, Black, Latinx, or White, and just 17 of these companies had disclosed information that would typically be found in an EEO-1 Survey, the most detailed format of demographic disclosure. Just Capital’s 2020 Survey of America’s 300 Largest Employers 59 of the 199 companies that had released a Black Lives Matter statement had disclosed enough detail to show how many employees identify as Asian, Black, Latinx, or White. #socialimpact Click To Tweet
85% of Americans expect companies to help address racial inequality (up from 81% in 2018). Porter-Novelli 2020 COVID-19 Tracker 85% of Americans expect companies to help address racial inequality (up from 81% in 2018). #socialimpact Click To Tweet
Black young people believe companies or brands could have “a great deal” of influence on racial inequality, discrimination and social injustice. Cause And Social Influence’s Influencing Young Americans To Act 2020 Black young people believe companies and brands could have 'a great deal' of influence on racial inequality, discrimination and social injustice. #socialimpact Click To Tweet
By 2050, our country stands to realize an $8 trillion gain in GDP by closing the U.S. racial equity gap. National Civic League 2018 By 2050, our country stands to realize an $8 trillion gain in GDP by closing the U.S. racial equity gap. #socialimpact Click To Tweet
Among Fortune 500 companies, less than 1% of CEOs are black. CNN 2020 Among Fortune 500 companies, less than 1% of CEOs are black. #socialimpact Click To Tweet
Black professionals in 2018 held just 3.3% of all executive or senior leadership roles, which are defined as within two reporting levels of the CEO, according to the US Equal Employment Opportunity Commission. CNN 2020 Black professionals in 2018 held just 3.3% of all executive or senior leadership roles, which are defined as within two reporting levels of the CEO. #socialimpact Click To Tweet
35% of employees are reconsidering their current job because their company is not doing enough to address social justice issues externally. Porter-Novelli 2020 Business Imperative For Social Justice Today 35% of employees are reconsidering their current job because their company is not doing enough to address social justice issues externally. #socialimpact Click To Tweet
187 S&P 500 companies or 37%, did not have a single black board member in 2019—a 2 percentage point improvement from 2018. Black Enterprise Snapshot of African American Boardroom Representation 2019 187 S&P 500 companies or 37%, did not have a single black board member in 2019—a 2 percentage point improvement from 2018. #socialimpact Click To Tweet
COVID-19
Workers are more than twice as likely as employers to report that management does the minimum required to keep workers healthy and safe (32% vs. 14%) and that workers’ health and safety often takes a back seat to profits (37% v 19%). JUST Capital and The Harris Poll‘s 2020 State of Health and Safety: One Year Later, Increased Workplace Health and Safety Measures Are Still Needed Workers are more than 2x as likely as employers to report that management does the minimum required to keep workers healthy and safe + that workers’ health and safety often takes a back seat to profits. #socialimpact #COVID19 Click To Tweet
One in five workers report going to work sick since the start of the pandemic. Of that group, 67% did so because of either a lack of sick leave, fear of losing their jobs, or fear of employer anger. JUST Capital and The Harris Poll‘s 2020 State of Health and Safety: One Year Later, Increased Workplace Health and Safety Measures Are Still Needed 1 in 5 workers report going to work sick since the start of the pandemic. Of that group, 67% did so because of either a lack of sick leave, fear of losing their jobs, or fear of employer anger. #socialimpact #COVID19 Click To Tweet
36% of CSR leaders said they’re moving at least some volunteer engagement to virtual opportunities. VolunteerMatch’s 2020 Impact Of COVID-19 on Volunteering 36% of CSR leaders said they're moving at least some volunteer engagement to virtual opportunities. #socialimpact #virtualvolunteering #COVID19 Click To Tweet
Corporate giving accounted for nearly two-thirds of philanthropic funding at nearly $7.9 billion. This was led by Google, which gave more than $1.2 billion in cash and in-kind support. Philanthropy and COVID-19 in the First Half of 2020 Corporate giving accounted for nearly two-thirds of (COVID-19) philanthropic funding at nearly $7.9 billion. This was led by Google, which gave more than $1.2 billion in cash and in-kind support. #socialimpact #causemarketing #COVID19 Click To Tweet
More than $11.9 billion in philanthropic funding was awarded for COVID-19-related, which dwarfed grants awarded for other recent disasters. Philanthropy and COVID-19 in the First Half of 2020 More than $11.9 billion in philanthropic funding was awarded for COVID-19-related, which dwarfed grants awarded for other recent disasters. #socialimpact #causemarketing #COVID19 Click To Tweet
Working for a company with a strong Purpose is more important to employees (88%) now than ever before Porter Novelli 2020 Employee Perspectives on Responsible Leadership During Crisis Working for a company with a strong Purpose is more important to employees (88%) now than ever before. #socialimpact #causemarketing #COVID19 Click To Tweet
Nearly 75% of respondents report an increase in leaderships’ CSR expectations or demands due to COVID-19. ACCP & Rocket Social Impact 2020 Nearly 75% of respondents report an increase in leaderships' CSR expectations or demands due to COVID-19. #socialimpact #causemarketing #COVID19 Click To Tweet
68% of respondents said they wanted brands to donate to programs that provide direct support for medical workers. SheerID 2020 68% of respondents said they wanted brands to donate to programs that provide direct support for medical workers. #socialimpact #causemarketing #COVID19 Click To Tweet
70% think the coronavirus pandemic will force companies to act more responsibly in the long-term Porter Novelli 2020 70% think the coronavirus pandemic will force companies to act more responsibly in the long-term. #socialimpact #causemarketing #COVID19 Click To Tweet
53% feel ‘Purpose-driven’ companies have fared better during the coronavirus pandemic. Porter Novelli 2020 53% feel ‘Purpose-driven’ companies have fared better during the coronavirus pandemic. #socialimpact #causemarketing #COVID19 Click To Tweet
89% of consumers say they want brands to shift money and resources to produce products that help people meet pandemic-related challenges Edelman Trust Barometer – Brand Trust in 2020 Special Report 89% of consumers say they want brands to shift money and resources to produce products that help people meet pandemic-related challenges. #socialimpact #causemarketing #COVID19 Click To Tweet
People ages 18-24 are nearly 3x less likely than other generations to want to give their time or money right now. Accelerist 2020 People ages 18-24 are nearly 3x less likely than other generations to want to give their time or money right now. #socialimpact #causemarketing #COVID19 Click To Tweet
67% of young people want brands to keep them informed on how they’re supporting employees and the broader team. DoSomething.org 2020 67% of young people want brands to keep them informed on how they’re supporting employees and the broader team. #socialimpact #causemarketing #COVID19 Click To Tweet
60% of participants report that they are looking at new issues to support in their next fiscal year. ACCP & Rocket Social Impact 2020 60% of participants report that they are looking at new issues to support in their next fiscal year. #socialimpact #causemarketing #COVID19 Click To Tweet
Campaign Planning & Partnerships
Despite 2020’s tough circumstances, 59% of respondents reported flat or increased corporate partnership revenue, with the largest group (45%) reporting an increase. For Momentum’s 2021 Nonprofit And Corporate Partnership Dynamics Survey Despite 2020’s tough circumstances, 59% of respondents reported flat or increased corporate partnership revenue, with the largest group (45%) reporting an increase. #socialimpact #corporatepartnerships Click To Tweet
Partnership activations in 2020 were different than prior years. Over half of respondents (52%) reported simplified partnership activations with 1/3 (36%) reporting more complex activations. For Momentum’s 2021 Nonprofit And Corporate Partnership Dynamics Survey Partnership activations in 2020 were different than prior years. Over half of respondents (52%) reported simplified partnership activations with 1/3 (36%) reporting more complex activations. #socialimpact #corporatepartnerships Click To Tweet
64% of Best In Class Cause Campaigns take four to 12 months to execute. For Momentum’s 2020 Key Elements Of BIC Cause Campaigns 64% of Best In Class Cause Campaigns take four to 12 months to execute. #socialimpact #causemarketing Click To Tweet
55% of respondents ranked being able to leverage digital strategies and emerging technologies as important to the future of BIC Cause Campaigns. For Momentum’s 2020 Key Elements Of BIC Cause Campaigns 55% of respondents ranked being able to leverage digital strategies and emerging technologies as important to the future of BIC Cause Campaigns. #socialimpact #causemarketing Click To Tweet
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
While 70% of CSR budgets increased or remained flat in 2020, many are anticipating a decreased budget in 2021. ACCP & Rocket Social Impact 2020 While 70% of CSR budgets increased or remained flat in 2020, many are anticipating a decreased budget in 2021. #socialimpact #causemarketing #COVID19 Click To Tweet
Consumer Preference
Two-thirds (66%) of Americans say even if they love a company’s products or services, they will still cancel that company if it does something wrong or offensive. Porter Novelli’s 2021 Business Of Cancel Culture Study Two-thirds (66%) of Americans say even if they love a company’s products or services, they will still cancel that company if it does something wrong or offensive. #CSR #socialimpact Click To Tweet
When a company leads with purpose, respondents were: 78% more likely to want to work for that company; 76% more likely to trust that company; 72% more likely to be loyal to that company; 70% more likely to defend that company if someone spoke badly of it and 72% more likely to forgive that company if it makes a misstep. Porter Novelli’s 2021 Purpose Perception Study When a company leads with purpose, respondents were: 78% more likely to want to work for that company; 76% more likely to trust that company; 72% more likely to be loyal to that company; 70% more likely to defend that company if… Click To Tweet
88% of Americans are more willing to forgive a company for making a mistake if it genuinely tries to change and 73% say they are less likely to cancel a company if it is Purpose-driven. Porter Novelli’s 2021 Business of Cancel Culture Study 88% of Americans are more willing to forgive a company for making a mistake if it genuinely tries to change and 73% say they are less likely to cancel a company if it is Purpose-driven #CSR #socialimpact Click To Tweet
Americans are likely to cancel a company if it says or does something offensive when addressing the following issues: 70% Racial justice, 69% Women’s rights, 68% COVID-19 protocols, 61% Immigration, 57% Climate change/environment, 57% LGBTQ+, 57% Religion and 54% Politics. Porter Novelli’s 2021 Business of Cancel Culture Study Americans are likely to cancel a company if it says or does something offensive when addressing the following issues: 70% Racial justice, 69% Women’s rights, 68% COVID-19 protocols, 61% Immigration, 57% Climate change/environment,… Click To Tweet
High-purpose brands will double their market value more than four times faster than low-purpose brands and will create much higher levels of total shareholder returns. IR Magazine’s 2020 Corporate Study High-purpose brands will double their market value more than 4x faster than low-purpose brands and will create much higher levels of total shareholder returns #CSR #socialimpact Click To Tweet
When consumers think a brand has a strong Purpose, they are 4.1 times more likely to trust the company. Zeno’s 2020 Strength of Purpose When consumers think a brand has a strong Purpose, they are 4.1 times more likely to trust the company #CSR #socialimpact Click To Tweet
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 Study64% 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... #socialimpact #causemarketing 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
46% of consumers have donated to a cause on a retailer’s website over the past 12 months. Accelerist 2020 POS Survey 46% of consumers have donated to a cause on a retailer’s website over the past 12 months. #socialimpact #causemarketing Click To Tweet
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
75% of companies offering giving and volunteering have two times more engagement than companies only offering giving or only offering volunteering. The B2B Purpose Paradox 2020 (Carol Cone on Purpose, ANA and The Harris Poll) 75% of companies offering giving and volunteering have two times more engagement than companies only offering one option #socialimpact #CSR Click To Tweet
56% of respondents say purpose feels like a PR exercise instead of a business strategy. YourCause and Blackbaud Industry Review Issue #8 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%), business (56%), government (48%) and media (47%)). 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
88% of executives know that now more than ever, companies must lead with purpose. Porter Novelli’s 2020 Executive Purpose Study 88% of executives know that now more than ever, companies must lead with purpose. #SocialImpact #BusinessForGood Click To Tweet
89% of executives say companies that lead with purpose have a competitive advantage in today’s marketplace. Porter Novelli’s 2020 Executive Purpose Study 89% of executives say companies that lead with purpose have a competitive advantage in today's marketplace. #SocialImpact #BusinessForGood Click To Tweet
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
