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.
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 Suggest | Justification |
| 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 Suggest | Justification |
| 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 Suggest | Justification |
| 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 Suggest | Justification |
| 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 Suggest | Justification |
| 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 Suggest | Justification |
| 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 Suggest | Justification |
| 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 Suggest | Justification |
| 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. |
