Research > Cause Marketing

CAuse Marketing & SALES research, statistics & quotes

Cause marketing, or cause-related marketing, is where a for-profit organisation and a not-for-profit organisation collaborate for mutual benefit. We've also included research associating customer sentiment and sales to giving programs.

Highly engaged business units achieve a 10% increase in customer ratings and a 20% increase in sales.

The behaviours of highly engaged business units result in 21% greater profitability.

Gallup, The Right Culture: Not Just About Employee Satisfaction 2017

"Every time you spend money, you're casting a vote for the kind of world you want."

Anna Lappe, O Magazine, June 2003


Millennials to control as much as $31 trillion by 2020.

UBS 2017


87% of millennials believe corporate success is not only financial.

Deloitte Millennial Survey, 2016


People wouldn’t care if 74% of the brands they use just disappeared.

75% of us expect brands to make more of a contribution to our wellbeing and quality of life, yet only 40% believe brands are doing so.

Meaningful Brand Report 2017


  • An estimated $1.2 trillion opportunity exists for brands that make their sustainability credentials clear
  • A third of consumers are now buying from brands based on their social and environmental impact

Unilever Consumer Study 2017


When choosing between two brands of equal quality and price, 90% of U.S. shoppers are likely to switch to a cause branded product.

2015 Cone Communications/Ebiquity Global CSR Study


42% of North American shoppers would pay extra for products and services from companies committed to positive social and environmental impact.

2014 Nielsen Do Well By Doing Good Report


  • 88% of Americans want to hear about businesses’ social responsibility and the most preferred place to hear about these efforts is on the product’s packaging or label
  • 52% of shoppers worldwide check product labels before buying to ensure the brand is committed to positive social and environmental impact
  • 79% of shoppers would donate to a charity supported by a trusted business

[2013 Cone Communications Social Impact Study]


43% of millennials find it easier to contribute to the causes they care about through a business’s program than giving to the nonprofit charity directly.

[2011 Barkley American Millennials Report]


69% of millennials worldwide want businesses to facilitate their involvement in addressing social challenges.

[2014 MSL Group The Future of Business Citizenship Report]