90% of Americans more likely to trust brands that back social causes

This Bar Saves Lives is a for-profit company that makes fair-trade, GMO-free snacks that help provide life-saving food to children in need.

BY MATT PETRONZIO4 DAYS AGO

If your brand doesn't support social causes, it's missing out on a huge audience.

Consumers don't just like when companies incorporate social good into their business models — they've come to expect it, whether it's through corporate social responsibility (CSR), cause marketing or "good" content. In fact, 90% of Americans say they're more likely to trust and stay loyal to companies that actively try to make a difference.

Studies also show that 88% of consumers would buy a product with a social or environmental benefit, and a surprising 84% would tell friends and family about a company's CSR efforts.

Brands can tap into this consumer base through original content and social media. After all, 64% of millennials use social media to address companies about social and environmental issues, and 36% of consumers say they mainly share content to promote the causes they care about.

But your company needs to be genuine. Don't underestimate your consumers' intelligence by simply jumping on this bandwagon. "Causewashing" is a serious issue, and odds are your consumers will smell it a mile away.

Check out Column Five's infographic below to learn more about how your brand can create "good" content responsibly and effectively.

IMAGE: COLUMN FIVE