Doing well by doing good: it’s not just a corporate catch phrase or nice-to-do anymore, it’s a must do for a growing number of businesses. With Pepsi cancelling its 23 year stint of Super Bowl commercials to instead invest $20 million in a philanthropic social media project, it is safe to say that social responsibility has gone mainstream.

A growing number of consumers expect businesses to not only “do good” but to provide opportunities for them to give back to causes that resonate with them.  And to be more open, innovative and collaborative about how they do it.  Cone Research found that 88% of millennial consumers (aged 18-24 years) and 79% of all consumers would switch from one brand to another (all else being more or less equal) if the other brand was associated with a good cause. (Source: 2008 Cone Cause Evolution Study).  Furthermore, a 2009 Edelman study found that 61% of consumers have bought a brand that supports a good cause even if it wasn’t the cheapest brand. (Source: 2009 Global Edelman Good Purpose Study). 

Employees also want to work for companies that care. Cone Research found that 79% of people would also prefer to work for a socially responsible company (Source: Cone Millennial Cause Study 2006) and 79% of employees think it’s important that their companies match their giving. (Source: 2008 Cone Cause Evolution Study).

In today’s climate where companies have a growing need to deliver authentic social responsibility and community investment programs, and where individuals feel more strongly about supporting worthy causes with micro-donations, Benevity offers a powerful and incremental way for corporations to make a difference.

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