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Social Business in Numbers

A recent study released by the Great Social Enterprise Census reported that in the U.S.:

60 % of social enterprises were created in 2006 or later

Nearly half of social enterprises have less than $250,000 in revenue, and nearly 50 percent have fewer than five employees (just eight percent have over 100 employees)

Cause sponsorship is predicted to reach $2.23 billion in 2019, a projected increase of 4.6% over 2018. IEG Sponsorship Report

64% of consumers choose, switch, avoid or boycott a brand based on its stand on societal issues. Edelman’s 2018 Earned Brand Study

86% of consumers believe that companies should take a stand for social issues and 64% of those who said it’s ‘extremely important’ for a company to take a stand on a social issue said they were ‘very likely’ to purchase a product based on that commitment. 2018 Shelton Group’s ‘Brands & Stands: Social Purpose is the New Black

57% of U.S. Hispanics agree they are more likely to purchase brands that support a cause they care about, and 43% agree they expect the brands they buy to support social causes ,Nielsen’s 2018 Descubrimiento Digital: The Online Lives of Latinx Consumers

When it comes to what Purpose attributes are most important to reputation, Americans prioritize companies that are responsible (86%), caring (85%), advocate for issues (81%), protect the environment (79%) and give back to important causes (73%) Porter Novelli/Cone Purpose Premium Index

Nearly two-thirds of millennials and Gen Z express a preference for brands that have a point of view and stand for something. Kantar’s 2018 ‘Purpose 2020’ Report

28% of U.S. adults have stopped using a brand because of something negative they learned about in the news. Critical Mix’s 2018 Spotlight on CSR

33% of consumers are now choosing to buy from brands they believe are doing social or environmental good. Unilever Consumer Study

35% of Americans think a company’s reputation is just as important as the products it makes AND have purchased a product more than once, because of this reason. MWWPR calls these people “CorpSumers”. They walk the talk. MWW’s 2018 CorpSumer Research

Two-thirds of consumers (66%) say it’s important for brands to take public stands on social and political issues, and more than half (58%) are open to this happening on social media – the top channel for consumer receptivity. Sprout Social’s ‘Championing Change in the Age of Social Media’ 2018

An estimated $1.2 trillion opportunity exists for brands that make their sustainability credentials clear. Unilever Consumer Study

Brands with a purpose set on improving our quality of life outperform the stock market by 120%. Interbrand’s Best Global Brands 2017

The direct impact on future revenue losses due to trust events is conservatively estimated at US$180 billion for the 7,000+ companies analysed by Accenture in their 2018 Report ‘The Bottom Line of Trust‘. That comes to approxi-mately US$4 billion for a US$30 billion company.

60% of consumers say brands should make it easier to see its values and its position on important issues at the point of sale. Edelman’s 2018 Earned Brand Study

72% of consumers have donated to charity at the register and 65% of consumers felt positively about the retailer after giving. Of the 28% who do not donate at the register, 44% say it was because they “don’t know anything about the cause”. Catalist’s Revelations at the Register

Turnover dropped by 57% in employee groups most deeply connected to their companies’ giving and volunteering efforts. 2018 Benevity Engagement Study

89% of executives surveyed said a strong sense of collective purpose drives employee satisfaction. Harvard Business Review’s The Business Case For Purpose

Nearly 3 in 10 employees who don’t give through their workplace giving program say they are not giving because the causes they care about aren’t offered as a choice. America’s Charities Snapshot 2017

90% of Gen Z believes companies must act to help social and environmental issues and 75% will do research to see if a company is being honest when it takes a stand on issues. Porter Novelli/Cone’s 2019 Gen Z Purpose Study

76% of young people said they have purchased (53%) or would consider purchasing (23%) a brand/product to show support for the issues the brand supported. But perhaps even more importantly — and more costly — 67% have stopped purchasing (40%) or would consider doing so (27%) if the company stood for something or behaved in a way that didn’t align to their values. DoSomething Strategic’s 2018 Survey of Young People and Social Change

62% of global consumers want companies to take a stand on issues they are passionate about and 64% find brands that actively communicate their purpose more attractive. Accenture’s 2018 Global Consumer Pulse Research

81% of tech professional think CEOs have a responsibility to speak up about issues that are important to society. Weber Shandwick’s CEO Activism in 2018: The Tech Effect

Americans expect companies to lead with Purpose: 78% of Americans believe companies must do more than just make money; they must positively impact society as well. 2018 Cone/Porter Novelli Purpose Study

36% say they trust business leaders to do what is right. Enso’s 2018 World Value Index

64% of respondents agree that CEOs should take the lead on (social) change rather than waiting for government to impose it. 2018 Edelman Trust Barometer


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