- 78% of people in the UK are highly committed to at least one cause.
- Brands that connect with the causes people genuinely care about can trace 21% of their brand advocacy, and 8% of their price premium to those associations.
- ‘Doing good’ associations account for 10% variance in emotional connection.
London, UK. — In a more fragmented and uncertain world, many brands are nervous about potential backlash from committing to a cause.
But our latest Ipsos research proves the real opportunity isn’t about chasing headlines or culture wars – it’s about building genuine emotional connection through credible, authentic action.
We surveyed 4,200 Brits and explored 60 causes to understand where real consensus exists, what people expect from brands, and whether “doing good” actually creates measurable commercial value.
The answer is yes.
The Edge Brands are Missing report, which surveyed 4,200 Brits about 60 causes across 109 brands, demonstrates a number of key findings.
Key findings
- Most people care about causes: 78% of people in GB are 10/10 highly committed to at least one cause. This rises to 90% if we include 9/10 commitment.
- Some groups care more than others: Left-leaning voters, younger generations, wealthier and highly educated groups, and Londoners are connecting with significantly more causes than other segments.
- Personal impact drives commitment: Causes with universal support include those relating to abuse, violence, and exploitation. People also support causes that would make their own lives better and are environmentally friendly.
- Brits think brands have a right to play in this space: 83% believe brands can support good causes and still be profitable, and some (29%) will go as far as to boycott a brand if they are not happy with the brand’s behaviour. But just over a third (37%) of Brits don’t care whether a brand is ethical; they just want good products.
- Doing good drives brand outcomes: Brands that are seen to do good can trace 21% of their brand advocacy and 8% of their price premium to those associations.
Eleanor Thornton-Firkin, Head of Creative Excellence in the UK, Ipsos said:
“With the level of polarisation within Britain it can feel risky for brands to speak out about certain causes due to the fear of backlash. But staying silent means that you’re not fully maximising your opportunity in the market.
When brands connect to the causes people genuinely care about, in a considered and authentic way, consumers feel more emotionally connected, are more likely to recommend your product, and they’re prepared to pay more for it.
This represents a measurable competitive advantage that many brands are currently leaving on the table.”
For the full findings, please visit the Edge Brands are Missing report site.