Stronger Together: The Top 5 Brands making a Positive Impact

January 5, 2023
SponsorPulse Staff

Which two brands come to mind when thinking about brands who sponsor causes?

This was the question posed to our survey participants during a routine pulse check of consumer behavior. While bygone eras saw corporate focus rest entirely on profit margins, a seismic shift has occurred in the way we do business. Due to the interconnected nature of social media, consumer voices have never been louder—empowering customers to demand more of the companies they support, in the best way possible.

With reports echoing throughout the marketing zeitgeist surrounding Gen Z’s commitment to socially-conscious principals, it’s clear that brands vying for consumer attention need to shift gears and increase their focus on philanthropy.

Unsurprisingly, the top 5 answers we received in our survey weren’t curveballs. Why? They were based on unaided awareness (i.e. we didn’t mention the brands by name beforehand). This meant that the brand's cause and charity sponsorships were top of mind for consumers—their brand name synonymous with philanthropy itself.

The Top 5 Brands Leading Charity Sponsorship

Adidas

Adidas shines through its commitment to making sport accessible, equitable and safe for all by championing individuality and cultivating a culture of belonging. Our data shows that 47% of U.S. residents that support social injustice and inequality organizations are Adidas wearers—8% higher than the general population!

Through Team Pride, Adidas collaborates with world-leading brands to share ideas and insights to inform how companies can show up in support and celebration of the LGBTQIA+ community. Furthermore, their United Against Racism initiative spearheaded global programs to uplift BIPOC communities, including a $120M commitment to support and empower black communities across the U.S., and their Cornerstone Initiative that focuses on removing racial disparity in the sportswear industry.

Coca Cola

When it comes to charity and cause, customers want to support brands that take their commitments seriously—not those that rely on ineffective virtue signaling. Water conservation is a growing concern among brand users, and 24% of U.S. residents who are engaged with causes committed to protecting water are Coca Cola drinkers.

Why is that? Simply put, Coke means business. Coming with receipts, the leading soda brand published an 86-page ESG report in 2021 that delves deeply into the efforts the brand is taking to build a sustainable future for their business and the planet. Showcasing their leadership in the water space, their vision for a world without waste, and their commitments to sustainable agriculture, Coke assures consumers that it walks its talk.

Plus, investing 2% of their operating income back into local communities doesn’t hurt either.

Amazon

Tech giant Amazon is making solid efforts to positively impact the communities it operates in. Its $2B housing equity fund is providing below-market loans and grants to preserve and create more than 20,000 affordable homes in their hometown communities. Furthermore, their Help for Hunger initiative has partnered with local food banks and schools to deliver more than 12 million meals to vulnerable families across the country.

Nike

It’s no secret that Nike is a leader in the sponsorship space. But while their work in the athletics arena often sits top of mind, the company is far from a ball hog—donating their profits across a variety of causes. Nike fans know it, too. In fact, 43% of U.S. residents who have engaged with causes related to youth physical activity and sport participation are Nike users. Even further, purchase consideration is 6% higher among engaged Nike users compared to the general population.

Whether Nike is supporting 300+ organizations through its Made to Play commitment, or matching employee charity contributions through their “Give your Best Initiative”, the brands’ commitment to giving back is part of what makes them so successful.

Pepsi

Pepsi believes that communities thrive when they’re getting the nutrition they need. Among U.S. residents engaged with food banks and food security causes, 49% are Pepsi users. Through Food for Good, Pepsi has pledged to invest $100M toward food security and increasing nutritious food access for 50 million people by 2030.