Support for Being Benevolent in Business

Over the past decade, the subject of “Cause Marketing” has become a hot topic for many businesses, large and small. This is the politically correct term for benevolence in business.

Surprisingly, there are still some leaders who haven’t yet become convinced of the business benefits of embracing the value of benevolence.

As a differentiating value, Benevolence means disposition to do good; charitable; or generous in providing aid to others.

Can a small business owner build a profitable business AND be benevolent at the same time? The research clearly states: YES!

The results from a 2010 philanthropic study, conducted by Cone Communications, reveal the following:

• 83% of Americans wish more of the products, services and retailers they use would support causes.
• 85% of consumers have a more positive image of a product or company when it supports a cause they care about.
• 90% of consumers want companies to tell them how they are supporting causes.

The value of benevolence is not only important to your business, it’s important to your customers.

To find out about the leading issues that consumers think companies should address, read the post about “Cause Marketing” on Leadership Couples.

 

If you could pick just one cause to support through your business, what would it be, and why?

 

Today’s value was selected from the “Appreciation-Kindness” category, based on the e-book Developing Your Differentiating Values.