Research > Cause Marketing

CAuse Marketing 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.

  • 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]