Doing well by doing good by the numbers

Simon Mainwaring / Advertising / 8 years ago

Making the business case for doing good is absolutely critical to meaningful shift in corporate behavior to address our current economic crises and build a better world. fortunately that is easier than ever thanks to great new research and resources being made available by like-minded institutions.

1. The first resource I want to share is the infographic above put together by the great folks at Made For Good, that describes itself as a catalyst for collaboration committed to paying it forward. made for Good partners with non-profit to enable substantive change and this infographic is a great snapshot of how brands must embrace social responsibility of they hope to be meaningful to their customers lives.

2. As the largest PR firm in the world, you won’t find greater research credibility than from Edelman PR. What’s more their GoodPurpose report is a treasure trove of insights into today’s consumer and his or here expectations from brands. You can download the report here and it is an invaluable annual global study exploring attitudes around social purpose. Plus here is an interview with Carol Cone and Mitch Markson discussing the conclusions of the report.

3. Thirdly, here is a new global report from Havas Media on Meaningful Brands across 14 markets that lists the Top 20 global brands according to their index. This includes fascinating statistics about consumer sentiment that bolster the case for the other two sources above. Plus it includes some really useful infographics like this one below.

4. Finally here is a fantastic new report from longtime leader in the Cause Marketing space, Cone Inc. Their 2011 Cause evolution study include fantastic insights such as 83% of Americans wish more products, services and retailers would support a cause. You can get a download of the full report here.

By leveraging the research and data in these reports it is far easier to make the business case for social change in a way that can engage the attention of leadership, employees and customers. By embracing the current economic challenges and assuming some part of our shared responsibility for providing a solution, we can definitely remake our world.

Are there any other reports you would want to share? What do you think is the greatest obstacle to business acting on such research?



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  1. Avatar Karen Barnes says:

    This is great information! I think the greatest obstacle for businesses acting on such research is the bottom line. It often becomes hard for a board of directors to sign off on giving up profits for these seemingly intangible benefits (image, perception, etc). I work at Thomas Nelson, Inc. and a year ago we started a campaign where we are donating a portion of Bible sales to World Vision. It is based on revenue growth, so the more we sell, the more we can give. It was not an “easy” initiative to get approved, but I’m so glad we are now able to do it. We’re hoping to expand the program in our next fiscal year and I’ve always been a huge proponent for it. Hopefully more people will recognize all of the above findings and move to make more socially responsible choices in our businesses.

    1. That’s fantastic Karen and congrats on the amazing work. Yes, it’s not an easy sale internally but its getting easier especially with research support. We need to speaki to the bottom line so we can reach the Boards hearts. Thanks and congrats Karen.

  2. Avatar egood says:

    One of our favorite reports is the Cone Cause Evolution Study

    According to this study more then 83% of Americans wish more of the products, services and retailers they use would support a cause.

    1. So agree. Thanks for sharing I’ll update the article. Thanks.

      1. Avatar egood says:

        Great. There are several key points to American’s views towards CSR, transparency, and brand image.