10 Cause Marketing Statistics & Trends [2023 Relevant]

I’ve compiled a list of insightful cause marketing statistics; a brief overview is provided below.

Cause Marketing Statistics: Key Numbers

  • 85% of consumers have a more positive perception of a company that supports a cause that is important to them.
  • According to 46% of global online consumers polled, they are willing to pay more for goods and services from companies that give back. 
  • 87% of consumers buy products from companies that support their causes.
  • 91% of consumers are more likely to purchase from a company that is involved in social or environmental issues.
  • 95% of moms and millennials approve of cause marketing.
  • 64% of global consumers will choose, switch, avoid, or boycott a brand based on its stance on political or social issues that are important to them.
  • In 2019, US cause-related marketing (CM) investments averaged $2.24 billion, up 6% from a decade earlier.
  • 81% of businesses offer more eco-friendly options than they did three years ago.
  • Americans prefer companies that are responsible (86%), caring (85%), advocate for issues (81%), protect the environment (79%) and donate to important causes (73%).
  • 86% of consumers expect CEOs to publicly address society’s issues.

Sources: (Score, Sustainable, Amra & Elma, CSRWire, Edelman, Sagepub, Accenture, Business 2 Community.)

#1. 85% Consumers Favor Companies Supporting Cherished Causes.

85% of consumers have a more positive perception of a company that supports a cause that is important to them

Source: Score

Significance of the Data: Very High

Mentioned By: CPD Online College, We First Branding, Forbes, Business Wire, Mageworx, Mckinsey & Company, and more.

What does the data SuggestJustification
Align brand strategies with philanthropic and social causes.Enhances brand perception among consumers.
Research and select causes that resonate with target demographics.Ensures alignment with consumer values.
Regularly communicate company’s social impact efforts.Reinforces positive brand image and transparency.

#2. 46% Global Online Shoppers Willing to Pay Extra for Companies Giving Back.

Significance of the Data: High

Mentioned By: Business Wire, sustainable brands, Accenture, PwC, oberlo, and more.

What does the data SuggestJustification
Incorporate charitable initiatives into business strategies.Direct correlation to consumer purchasing will.
Clearly communicate company’s social responsibility efforts.Builds trust and incentivizes consumer support.
Evaluate pricing strategies in light of consumer altruistic tendencies.Positions the company favorably in the market.

#3. Relevant Causes Drive 87% of Consumer Purchases.

Source: Sustainable

Significance of the Data: Very High

Mentioned By: Linkedin, Pr Newswire, Plastics For Change, Harvard Business School, Investopedia, Forbes, and more.

What does the data SuggestJustification
Align product offerings with relevant social causes.Direct leverage on purchasing decisions.
Deeply understand target demographics’ values and concerns.Maximizes resonance and product appeal.
Strategically market company’s commitment to chosen causes.Boosts brand loyalty and attracts consumers.

#4. A Resounding 91% Prefer Buying from Social, Environmental Advocates.

Source: Amra & Elma

Significance of the Data: Very High

Mentioned By: Marketing Profs, We First Branding, Sourcing Journal, Csr Wire, Porter Novelli, Harvard Business School, Carbon Checkout, and more.

What does the data SuggestJustification
Prioritize corporate social responsibility in business strategy.Drives consumer loyalty and purchase decisions.
Transparently communicate social and environmental commitments.Establishes trust and strengthens brand image.
Engage with and support relevant initiatives consistently.Fosters long-term consumer allegiance.

#5. 95% of Moms, Millennials Applaud Cause Marketing.

Source: CSRWire

Significance of the Data: Very High

Mentioned By: The Longislandway, Media Post, 3bl Media, Retail Touchpoints, Market Ingcharts, and more.

What does the data SuggestJustification
Embrace cause marketing, especially targeting moms and millennials.Key demographics approve of the approach.
Design campaigns that resonate with these specific groups’ values.Ensures effective engagement and impact.
Regularly assess and refine cause marketing strategies.Maintains relevance and efficacy over time.

#6. 64% Consumers’ Brand Choices Swayed by Stance on Political, Social Concerns.

Source: Edelman

Significance of the Data: Very High

Mentioned By: Accenture, Marketing Dive, Wall Street Journal, Brandwatch, Linkedin, and more.

What does the data SuggestJustification
Understand and respect the values of target consumers.Brand stance directly impacts loyalty choices.
Transparently communicate brand positions on key issues.Enables informed consumer decision-making.
Continuously gauge public sentiment to adapt brand strategies.Ensures alignment with evolving consumer views.

#7. Decade Sees 6% Annual Uptick in CM; $2.24 Billion Invested in 2019, U.S.

Source: Sagepub

Significance of the Data: High

Mentioned By: OECD, International Coffee Organization, BP, BMWK, and more.

What does the data SuggestJustification
Increase allocations for cause-related marketing (CM).Demonstrated growth and importance in the market.
Benchmark CM investments against industry standards.Ensures competitive positioning in the sector.
Analyze past campaigns for insights to guide future investments.Capitalizes on historical data for strategy refinement.

#8. In 3 Years, 81% Businesses Surge in Eco-friendly Offerings.

Source: Accenture

Significance of the Data: High

Mentioned By: Business Wire, Business News Daily, Recycling Lives, Linkedin, Strategy Business, Future Holidays, Travelperk, and more.

What does the data SuggestJustification
Adapt to industry trends by enhancing eco-friendly offerings.Significant shift towards sustainable practices.
Evaluate and communicate environmental impact of products/services.Increases transparency and trust with consumers.
Invest in R&D to continually innovate eco-friendly solutions.Ensures the business remains at the forefront of the trend.