Research Shows Cause-Marketing Benefits Bottomline of Corporations

I have worked in the non-profit arena for more than 26 years. At the time that I began working for a non-profit in 1992, it was very common for corporations to not see a connection between corporate social responsibility (CSR), charitable donations and revenue generation. Since that time, most corporations do see the connection. However, yet today, I’m surprised that there are companies, especially start-ups, who don’t see the connection.

Cone Communications has been conducting cause-marketing research for more nearly a quarter century. Some key findings in their most recent 2017 study include:

92% of Americans say that they have a more positive image of a company when it supports a cause or an organization they care about.
89% of Americans would switch brands to one that is associated with a good cause, given similar price and quality.
88% of Americans are more likely to trust and would be more loyal to companies that support causes.
87% of Americans make purchase decisions about where to buy and what to buy based on the extent that a company supports an issue.
87% of Americans consider the importance of a company’s responsible business practices, including investing in causes in local communities and around the globe.
87% of Americans are more likely to trust a company who supports a cause or issue.
81% of Americans would recommend a company’s products and services to their family members and friends, based on a company’s commitment to educational, social and environmental issues.