The marketplace demands "doing good."
- Regulatory influences, governance, and sustainability pressures are requiring businesses to pay increasing attention to social responsibility, community impact, and “doing good."
- The definition of philanthropy and social responsibility has expanded well beyond giving to charities to reflect a global, inclusive definition of the activities that count as "doing good."
- The marketplace is increasingly socially conscious–both the talent base and the consumers.
Connection is a commercial imperative.
Corporate social responsibility is valuable for building a positive employee culture and emotional loyalty with employees, customers and other stakeholders. Connection has become a commercial imperative--and social impact is a fundamental tool to allow a business to build meaningful relationships with audiences.
Why is this?
- At its classical origin, philanthropy is a love of humanity involving both the giver and receiver.
- Philanthropy embodies emotional energy, storytelling, and universal human respect and understanding, which in turn connect people with each other and make it easier and more productive to conduct business together.
Social impact matters.
Stakeholders are listening for evidence of a commitment to social impact in the brands, organizations and companies they trust.
- A study of hundreds of major brands, led by Procter & Gamble’s former CMO, Jim Stengel, demonstrated that a business built upon values returns four times the S&P 500.
- Our own research--and dozens of studies by other firms--indicate that more than 90% of consumers want to purchase products and services from companies that are doing good.
- Studies of the emerging workforce, including Deloitte’s third annual Millennial Survey of nearly 7,800 Millennials from 28 countries, consistently demonstrate that a clear majority of the younger talent base wants to work for companies that are committed to charitable giving, volunteering, and making a positive impact on the bottom line and beyond. And the 2014 Millennial Impact Study showed that 94% of Millennials want to use their talents for doing good.