For Marketing That Matters

RESEARCH

“An estimated $1.2 trillion opportunity exists for brands that make their sustainability credentials clear”
— 2017 International Unilever Consumer Study
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Did you know?

89% of Americans will switch brands to one that is associated with a good cause and 79% continue to seek out products that are socially and environmentally responsible.

(Source)

The demand for purpose-driven businesses has led many companies to carry out hasty, even harmful, marketing campaigns. Those new to the profit-with-purpose movement often treat it as a business strategy, rather than a full-scale model. Purpose is not a tagline, or a marketing campaign - it is the foundation of your entire business. Relating your company's purpose to the type of cause its supports is a critical step for successful Corporate Social Responsibility (CSR).

THE BIG DEAL...

Consumer mistrust is a battle most brands face by default. CSR programs lacking congruence or explanation face accusations of calculated giving by consumers and employees alike. Instead, having a well defined and communicated company purpose would alleviate consumer skepticism and open the door for substantial growth. 

Today, companies recognize the need to meet the rising demands for social purpose. A recent study by Unilever shows a third of global consumers (33%) are now choosing to buy from brands they believe are doing social or environmental good. Furthermore, the 2017 Cone Communications CSR study shows 94% of Gen Z believe companies should help address social and environmental issues, versus 87% of Millennials, 86% of the general American population. 

 
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"If you want to go fast, go alone. if you want to go far, go together."

 

 

 

-African Proverb

 

[TRIPLE] BOTTOM LINE...

Investors and consumers are calling for purposeful business, and they want it done with authentic, inspiring, and transparent dedication. RightCause builds your brand citizenship on solid foundation, with purpose and meaning in every step. The right foundation provides your business a lasting source for greater employee satisfaction, brand recognition, financial performance and customer loyalty. 

 
 
 
 
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RESEARCH & CASE STUDIES

 

2020 Edelman Trust Barometer Special Report

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“Brand Trust in 2020 reveals that brands face a fundamental reordering of priorities amid a global pandemic and societal outcry over systemic racism prompted by the murder of George Floyd.”

 
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   2019 PORTER NOVELLI/CONE PURPOSE BIOMETRICS STUDY

“Consumers are opting to avoid a moment-in-time transactional relationship in exchange for a far deeper connection — where the brands they back are a badge of honor and supporting them means furthering impact on what’s most important to them.”

 
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2019 Dosomething strategic brands taking stands report

“This is about taking the long view; ‘Future-Proofing’ the business. It’s about thinking of your consumer 30 years from now and aligning with their values and needs versus focusing squarely on the consumer of today, or worse, yesterday.”

 

2018 Cone/Porter Novelli Purpose Study: How to Build Deeper Bonds, Amplify Your Message and Expand Your Consumer Base

"Purpose-driven companies will gain competitive differentiation across a variety of decisions — the first of which goes straight to a company’s bottom-line. This report is filled with the need-to-know data and insights on why Purpose-driven brands will lead in the marketplace."

 
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Unlocking Customer Inspired Growth

"The fact is that three years’ worth of data, drawn from nearly 65,000 consumers in the U.S. and U.K., provides compelling evidence that the businesses that act more human outperform the ones that don’t. It also offers a clear roadmap to achieving that growth, determined by the people who matter most – customers... What follows is a new perspective on growth, a clear way to implement it into your business, and insight into how some of the best brands of our time are shaping their version of a human business and driving customer inspired growth..."

 

2017 Cone Communications CSR Study

"2017 will be remembered as the year that corporate social responsibility (CSR) was redefined. Although CSR will always be grounded in business operations – from water conservation to supply chain transparency – recently, the stakes have gotten a lot higher. Companies must now share not only what they stand for, but what they stand up for." 

 

The CSR Effect: Media Sentiment and the Impact on Brands

"Results from analysis performed by the U.S. Chamber Foundation and IBM on social sentiment as it relates to the practice of corporate citizenship. The first of its kind, The CSR Effect: Social Media Sentiment and the Impact on Brands was enabled by an IBM Impact Grant and demonstrates that engagement in corporate social responsibility has a profound impact on an organization’s reputation — in some surprising ways."

 

CSE 2017 Sustainability Reporting Trends in North America

"This report presents the sustainability reporting trends for the reporting period of 2015-2016. The Sustainability Reports of five hundred and fifty-one companies from the United States and Canada were analyzed, many of them included in the Fortune 500 list of companies. This year the research includes a comparative analysis of companies that publish sustainability reports and have the highest score in CSRHub with respect to their sustainability strategies and performance."

 

2017 Cone Gen Z CSR Study: How to Speak Z

"Gen Z has gotten a bad rap. Yes – their faces may be glued to their smartphones, but don’t mistake that for disinterest in what’s happening in the world around them. This generation is a force to be reckoned with, using their digital devices to spread social and environmental messages far and wide. But they’re not going it alone – they expect companies to be their partners in change. Companies: it’s time to enlist Gen Z to share your CSR message."