Leveraging your company's resources to be a force for good isn't just good karma; it’s smart business. Beyond moral responsibility, there is a growing mandate from consumers, employees, and investors for companies to act as stewards of positive change. Numerous studies have shown that a commitment to doing good builds customer and investor trust, differentiates your company in a crowded market, turns casual customers into loyal fans, and helps you attract and keep top talent (don’t take our word for it, check out the data below:
Increase Shareholder Value
- 73% of investors believe efforts to help improve society and the environment contribute to return (AFLAC CSR Survey 2019).
Secure the Economic Future
- 98% of investors think public companies are urgently obligated to address one or more societal issues to ensure the global business environment remains healthy and robust (2023 Edelman Trust Barometer).
Increase Growth
- Companies with high employee engagement are 21% more profitable than ones with low engagement.
- Appeal to Consumers
- 77% of consumers are motivated to purchase from companies committed to making the world a better place (AFLAC CSR Survey 2019).
- 88% of Americans approve of companies that have a positive impact on their communities (2023 The Shifting Politics of Doing Good in America is GSG’s tenth annual Business & Politics Report).
- 77% agree that corporations have a responsibility to bring about social change on society’s most important issues (2023 The Shifting Politics of Doing Good in America is GSG’s tenth annual Business & Politics Report)]
Attract and Retain Top Talent
- 69% of workers say having societal impact is a strong expectation or deal breaker when considering a job (Edelman Trust Barometer 2023).
- 53 % of Gen Zers say it is important for their work to have meaning (2022 Benevity Talent Retention Survey).
- Companies see a 52 % lower turnover among the newer* employees who participate in their corporate purpose programs (2022 Benevity Talent Retention Survey).
Increase Employee Productivity and Wellness
- 90% of employees who work at companies with a strong sense of purpose say they’re more inspired, motivated, and loyal (PN Purpose Tracker 2020).
- 79% of US adults report lower stress levels due to volunteering.
- Individuals who engage in volunteering regularly report lower levels of depression, greater life satisfaction and a heightened sense of purpose (PN Purpose Tracker: Employee Perspectives on Responsible Leadership During Crisis 2020).
Gallup’s engagement research (2024) shows that having an engaged workplace:
- Increases productivity by 14%
- Increases customer ratings by 10%
- Increases sales by 18%
- Increases profitability by 23%
Conversely, Gallup’s research also finds that employee disengagement costs companies $8.8 trillion annually — or about 9% of global GDP.
Meet Employee Expectations for Wielding Trust and Influence
- 86% of respondents said they expect CEOs to lead on societal issues (2023 Edelman Trust Barometer).
Alicia_Schmidt
VP, Member Impact, Pledge 1%
