The days of companies focusing solely on profit are behind us. Consumers expect more from the brands they support. They want to know that their money is going to companies that care about more than just the bottom line. And I have the research to back this up.
Our annual consumer research reveals some eye-opening statistics about the importance of social causes to customers. A significant 60% of consumers prefer doing business with companies that support causes they care about. Even more striking, 48% would willingly pay more for products or services from brands aligned with causes important to them.
Looking at the flip side, 28% of consumers would actively avoid companies that don’t have a social cause or don’t give back to their communities. These numbers tell a clear story: social responsibility isn’t just a nice marketing angle—it’s becoming essential to business success.
Why Social Causes Matter in Business
When I speak with business leaders, many still view social causes as optional “nice-to-have” initiatives. This perspective is outdated and potentially harmful to their business growth. The data shows that social responsibility has shifted from a peripheral concern to a core business strategy.
This shift reflects broader changes in consumer values. People want to feel good about where they spend their money. They want to know that their purchases contribute to something positive beyond just acquiring a product or service. By aligning with causes that matter to your customers, you create an emotional connection that goes beyond the transactional relationship.
This isn’t a nice to have. This is a need to have.
View this post on Instagram
Finding Your Cause
The key to successfully incorporating social causes into your business strategy is authenticity. Customers can spot insincerity from miles away. When choosing causes to support, consider these important stakeholders:
- What matters to you and your leadership team?
- What causes resonate with your employees?
- What issues affect your local community?
- What values do your customers care about?
The sweet spot often lies at the intersection of these considerations. When a cause matters to all these groups, your efforts will feel genuine and create maximum impact.
For example, if you’re a food company, fighting hunger might align perfectly with your business. If you’re in technology, supporting STEM education could make sense. The connection between your business and your cause should feel natural, not forced.
Building It Into Your Customer Experience Strategy
Social responsibility shouldn’t exist in isolation from your overall customer experience strategy. The most successful companies integrate their social causes into the fabric of their business operations and customer interactions.
When developing your customer experience strategy, consider how your social causes can enhance customer touchpoints. Can you involve customers in your giving? Can you share stories about the impact of their purchases? Can you create opportunities for them to participate directly in your initiatives?
The goal is to make your social responsibility efforts a meaningful part of the customer journey, not just a footnote on your website.
Remember that consistency matters. A one-time donation during a crisis might generate some goodwill, but ongoing commitment to causes builds lasting customer loyalty. The most respected brands make social responsibility a permanent part of their business model.
As we move forward in an increasingly conscious marketplace, brands that ignore social causes risk being left behind. The numbers don’t lie—customers are making choices based on more than just price and quality. They’re voting with their wallets for companies that share their values and contribute positively to the world.
So take some time to think about what matters to your key stakeholders. Develop a social responsibility strategy that feels authentic to your brand and resonates with your customers. Your business results—and your community—will thank you for it.
