Philanthropy Facts

Do shared values promote business growth?
Align with customers for business success.

CSR Whitepaper Facts

Business and cause affiliation that genuinely reflects the company's values can lead directly to customer, employee, and shareholder value, loyalty, and growth. Here is a taste of facts related to the relationships between corporate giving sales

Consumer Behavior

When a brand has a strong Purpose, consumers are 6x more likely to continue supporting that brand in a challenging moment.

2020 Zeno Strenght of Purpose Study

When [consumers] think a brand has a strong Purpose, they are 4.5x more likely to recommend the brand to friends and family.

2020 Zeno Strenght of Purpose Study

73% of consumers are likely to shop at or support an organization that seeks their input into where the organization gives.

The State of Corporate Purpose 2022, Benevity

94% of consumers globally saying it is important that the companies they engage with have a strong Purpose. Yet, 37% believe companies today have a clear and strong Purpose.

2020 Zeno Strenght of Purpose Study

More than 8 in 10 (82%) consumers said they took action to support a company when they believed in its Purpose.

2020 Zeno Strenght of Purpose Study

When [consumers] think a brand has strong Purpose, they are 4x more likely to purchase from the brand.

2020 Zeno Strenght of Purpose Study

AMERICANS BELIEVE COMPANIES SHOULD SUPPORT: 86% Issues that directly impact, or are impacted by, the business 79% Issues that are important to them personally 75% Issues that are widely discussed in news and society 76% of Americans say supporting companies that are addressing social and environmental issues helps them feel they are doing their part 73% of Americans say they feel an urgency to support causes every way they can

FEELING PURPOSE 2019 Porter Novelli/Cone Purpose Biometrics Study

70% of purpose driven shoppers pay an added premium of 35% for sustainable purchases, such as recycled or eco.

Corporate Social Responsibility (CSR) Statistics 2022 – Everything You Need to Know (

The average cart abandonment rate across all industries is 69.57% .

15 Cart Abandonment Statistics You Must Know in 2022 (

Mobile users have an even higher abandonment rate of 85.65%.

15 Cart Abandonment Statistics You Must Know in 2022 (

Ecommerce brands lose $18 billion in sales revenue each year because of cart abandonment.

15 Cart Abandonment Statistics You Must Know in 2022 (

51% of smartphone users are more likely to use a company or brand’s mobile app when browsing or shopping on a smartphone because they can get rewards or points.

Smartphone shopping with rewards or points – Think with Google

95% of purchasing decisions are driven by emotion.

Harvard professor Gerald Zaltman

Cause Campaigns

Of consumers who follow digital influencers, 35% were engaged with a cause due to an influencer’s recommendation.  

Allison+Partners’ 2017 Influence Impact Report 

Retailers are 4.1x more likely to sponsor cause-related initiatives than any other industry.

Accelerist’s 2020 Trend Report

73% of respondents believe that a company can take actions that both increase profits and improve conditions in communities where it operates. 

Edelman’s 2020 Trust Barometer

One third of Americans plan to increase the amount they spend on “good” products and services in the next year. However, 40% of Americans are not able to name a socially responsible organization when asked.

 Good.Must.Grow.’s 2019 Conscious Consumer Spending Index

55% of respondents ranked being able to leverage digital strategies and emerging technologies as important to the future of BIC Cause Campaigns. 

Momentum’s 2020 Key Elements Of BIC Cause Campaigns

56% of consumers say that too many brands are using societal issues as a marketing ploy. 

2019 Edelman Trust Barometer

64% of Best In Class Cause Campaigns take four to 12 months to execute. 

Momentum’s 2020 Key Elements Of BIC Cause Campaigns

81% say business can be a force for positive social and environmental change. 

Enso’s 2018 World Value Index 

Just 31% of companies measure the value of social good programs on customers’ perceptions versus 43% of companies that measure the impact of social good programs on employee metrics.

CECP Giving in Numbers 2019

70% of consumers want to know how the brands they support are addressing social and environmental issues.


46% pay close attention to these efforts when making purchase decisions.


66% of consumers want more meaningful experiences from [brands]

Havas Group

53% of people say they feel connected when that brand’s values align with their own.




Gen Z and Millennial consumers were the most fervent champions of Purpose-driven companies with 92% of Gen Z and 90% of Millennial respondents saying they acted in support of a purposeful brand, versus 81% of Gen X consumers, 77% of Baby Boomers and 73% of Matures (respondents aged 74 and up).

2020 Zeno Strength of Purpose Study

Many [Millennials and Gen-z’s] are willing to pay more to make sustainable choices. 64% of Gen Zs would pay more to purchase an environmentally sustainable product, versus 36% who would choose a cheaper product that is not as sustainable.

The Deloitte Global 2022 Gen Z and Millennial Survey

83% of Millennials say it’s important for the companies they buy from to align with their beliefs and values. 

5WPR 2020 Consumer Culture Report

71% of Millennials said they would pay more for a product if they knew some of the proceeds went to charity. 

5WPR 2020 Consumer Culture Report

88% of millennials say their job is more fulfilling when they’re given opportunities to make a positive impact on social and environmental issues.

Key Corporate Giving Statistics Your Nonprofit Should Know – Crowd101

Millennials are much more likely to have incorporated new philanthropic trends into their giving. Sixty% have been influenced by two or more trends, compared with 37% of Boomers.

“Key insights into the future of philanthropy – Fidelity Charitable”

Millennials are more likely than Baby Boomers to believe almost all sectors have a role to play in solving society’s challenges, a view likely influenced by the interconnected world in which they’ve grown up.

“Key insights into the future of philanthropy – Fidelity Charitable”

Millennials’ worldview is distinct from that of Baby Boomers. They approach philanthropy with a more global, social and inclusive outlook and express more optimism about philanthropy’s ability to impact the issues most important to them.

“Key insights into the future of philanthropy – Fidelity Charitable”

Giving at Checkout

Awareness & Knowledge

Corporate Giving


64% of consumers choose, switch, avoid or boycott a brand based on its stand on societal issues.  

Edelman’s 2018 Earned Brand Study

88% of executives know that now more than ever, companies must lead with purpose. 

Porter Novelli’s 2020 Executive Purpose Study

89% of executives say companies that lead with purpose have a competitive advantage in today’s marketplace. 

Porter Novelli’s 2020 Executive Purpose Study

55% of consumers are willing to purchase, as well as pay more for, products from companies that are socially and environmentally responsible.

Nielsen Research Company 2014).

Cause branding is important to 75% of shoppers (84% of Millennials and 88% of Moms) as to what they buy or where to shop.

2010 Cone Cause Evolution Study, Cone LLC

81% of shoppers (85% of Millennials, 92%of Moms) want opportunities to support causes when they buy a product in which a portion of the sale goes to support the cause or issue.

2010 Cone Cause Evolution Study, Cone LLC

When many products in the same category support causes, Americans’ purchases are influenced by the nonprofit or cause by 82%.

2010 Cone Cause Evolution Study, Cone LLC

A company’s commitment to social and environmental issues has undeniable weight in the marketplace, but today it is slightly less influential on other decisions than it has been in the past, including which companies consumers want to see doing business in their communities (79%), where to work (69%) and which stocks or mutual funds to invest in (59%).

2010 Cone Cause Evolution Study, Cone LLC

41% of Americans say they have bought a product because it was associated with a cause or issue in the last year – doubling since [Cone] first began measuring in 1993 (20%).

2010 Cone Cause Evolution Study, Cone LLC

We also know cause branding not only drives purchase, but it also serves as a powerful differentiator. 80% of Americans are likely to switch brands, about equal in price and quality, to one that supports a cause. But looking a bit deeper, cause also motivates many of these consumers to step outside their comfort zones and try new, generic or more expensive brands. 19% Buy a more expensive brand 61% try a brand or one they have never heard of 46% try a generic/private label brand versus a name brand

When choosing between two companies that each benefit a cause and sell the same product, similar in price and quality, Americans would rather support a company that: 54% Supports a cause that is relevant to them vs 46% Supports a cause where it can have the greatest positive impact based upon the nature of the business. 61% Make a long-term commitment on its own to a focused issue it will support over time vs 39% Allows them to choose which causes it will support this month or this year (e.g., by voting for the issue/nonprofit). 53% Allows them to impact the donation by tying it to a purchase vs 47% gives a lump financial donation to the cause of out [the company’s] pocket.

2010 Cone Cause Evolution Study, Cone LLC

66% would consider a company’s purpose when making purchase decisions.

Porter Novelli’s 2021 Purpose Perception Study (

62% believe a company’s purpose is an important factor when making a quick or impulse purchase.

Porter Novelli’s 2021 Purpose Perception Study (

71% would purchase from a purpose-driven company over the alternative when cost and quality are equal.

Porter Novelli’s 2021 Purpose Perception Study (

78% are more likely to remember a company with a strong purpose.

Porter Novelli’s 2021 Purpose Perception Study (

84% of respondents were more likely to base a purchase decision on a brand’s sustainability practices.

“Business Week – “Sustainable Supply Chain Management: Driving a Smarter More Sustainable Future.

On average, consumers are willing to pay 6% more for a product from a company that contributes to its community and is socially responsible.



Trust & Loyalty


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