Social impact improves customer attraction and retention
72% of B2B buyers say they are more likely to buy from firms that do well on socio-political issues they consider important.1
73% of business purchasers say they will pay more for products or services from companies that are succeeding on socio-political issues the buyers consider important.1
55% of B2B customers say purpose has led them to buy from such a company when asked if a company’s support of social or political causes has affected purchase decision-making already.1
77% of consumers are motivated to purchase from companies committed to making the world a better place.2
Social impact increases employee engagement and retention
71% of employees say societal impact is a strong expectation or deal breaker when considering a job.3
86% of employees prefer to support or work for companies that care about the same issues they do.4
93% percent of employees believe companies must lead with purpose.5
Companies see a 52% lower turnover among newer* employees who participate in their corporate purpose programs (* < 2.5 years)6
Social impact and employee engagement creates a financial advantage
Companies with high employee engagement are 23% more profitable than ones with low engagement.7
73% of investors report that a company’s social impact factors into their investment decisions.2
89% of executives say companies that lead with purpose have a competitive advantage in today’s marketplace.8
Social impact increases brand trust and reputation
92% of Americans say they have a more positive image of a company that supports a social or environmental issue.9
88% of Americans say they would be more loyal to a company that supports a social or environmental issue.9
63% of Americans are hopeful businesses will take the lead to drive social and environmental change moving forward.9
49% of CxOs expect sustainability efforts have or will have a positive impact on brand recognition and reputation.10
Sources
1. 2022 AMA Future of Marketing “The New B2B”
2. 2019 AFLAC CSR Survey
3. 2023 Edelman Trust Barometer, Special Report: Trust at Work
4. 2021 Price Waterhouse Consumer Intelligence Series survey on ESG
5. 2020, Porter Novelli – Employee Perspectives on Responsible Leadership During Crisis
6. 2022 Benevity Talent Retention Study
7. 2020 Gallup Q12 Employee Engagement Meta-Analysis
8. 2020 Porter Novelli Executive Purpose Study
9. 2017 Cone Communications CSR Study
10. 2022 Deloitte CxOSustainability Report