Business performance and brand value are increasingly understood as connected to an organization’s social purpose and impact. In fact, 89% of business leaders believe companies that lead with purpose have a competitive advantage in today’s marketplace, and 85% agree being a purpose-driven company drives profit (Porter Novelli, 2020). One of the groups at the root of this advantage are employees, who exert significant influence over a company’s success. In an environment where leaders overestimate customer trust by 38% and employee trust by 45% (Deloitte, 2021), it’s important to understand how these stakeholders factor social impact into their decisions about which corporations to buy from and work for.
This one-page primer compiles illustrative data about the ways consumers are driving up the value of corporate social impact.
