In this day in age, people are becoming more socially aware and are making purchasing decisions based on this awareness. In fact, two-thirds of Americans report a greater trust in companies that support social issues and would be likely to switch brands or retailers to one associated with a good cause, when price and quality are equal.
In so many instances, we by products and support companies, events, etc. that we probably wouldn’t have just because a portion of the proceeds go to a special cause. We don’t even blink twice because it makes you feel good to support something that is helping those less fortunate. To us it seems like a no-brainer for companies to align themselves with socially conscious initiatives and to support causes. Not only is it good for company moral, but it is also a great, newsworthy PR opportunity to show your future customers that you are taking an active role in the global citizenry.
A particular case that immediately comes to mind is The Girl Scouts. Nobody needs the calories or the guilt that comes from eating the cookies themselves, but eating that sleeve of cookies becomes less of an issue when you can justify the purchase based on knowing the organization helps build character and is a positive influence on young girls lives.
Does this mean that we think companies should support a cause for PR or the business relationship? No. But it is generally a nice bi-product. Aligning your company with organizations is not only smart business, but it’s something you should do because it helps the world be a better place.