Brands give back: why it matters and how to decide where to start

As a new year begins, your brand’s philanthropy is worth revisiting whether it’s got an established corporate social responsibility program, you’re looking for another way to lend your support, or you’re starting to give through the brand for the first time.

Beyond altruism just being a good thing to do, there’s evidence that companies that donate time, skill or funds to other organizations can do everything from attract new talent to turn a profit:

• Recently, we delved into the fact that younger people are starting to invest—and they care about companies that care about more than just the bottom line.
• 71% of employees say it’s very important—not just a nice benefit, not just a plus, but very important—to work at a company that gives back.
• 85% of consumers view companies that give back more favorably.
• At 92% of companies that give back through volunteering, employee leadership is improved and professional skillsets are broadened.
• Brands making ESG-related claims—that is, giving back to their community by contributing to Environmental, Social and Governance initiatives—averaged 28% cumulative growth over five years, versus 20% for other brands.

It’s clear that employees and consumers care that the brands they’re part of are part of something bigger. So as we get into 2024, here’s what we recommend as brands search for ways and places to give:

1. What does your company make or excel at—and could it provide extras?
The sock brand Bombas donates a pair of socks for every pair purchased. Panera Bread donates unsold bread goods to local rescue missions. The pet brand Chewy donates pet food and supplies to animal shelters in need all across the US. If your brand creates a physical good, could extras be donated to local organizations in need? If your brand provides a service, could it offer that service for free or at a reduced cost to a specific demographic? Madison Design doesn’t create physical goods (of course, with the exception of print pieces here and there), but we donate our time and talent to the YWCA of Greater Cincinnati because we believe in their mission and their power to change lives. They get world-class brand strategy and material for their events and marketing, and we get the satisfaction of helping a local friend spread their powerful message.

2. How does your brand affect the community—and can those effects be offset?
In creating products for their numerous brands, P&G works from sites in communities all around the world, using resources from the land, people and supplies. But they’re sure to offset the use of those resources, too. In their 2023 annual report, they emphasize that they’re committed to zero deforestation in their supply chain, planting at least one tree for every one they use. And when it comes to water, their goal is to “[restore] more water than is consumed at P&G manufacturing sites in 18 water-stressed areas around the world.” Whatever your brand takes to keep it going, consider how you can balance that consumption in the community.

If you’re like us, it’s women-owned businesses and helping historically marginalized groups step into their power in the corporate world. If you’re REI, it’s land and stewardship projects, which the brand backs with a percent of the revenue they earn. If you’re Thrive Causemetics, it’s women’s charities that help women excel and succeed (and your passion for it is in your brand’s name). Look to the brand’s founders or highest stakeholders; odds are, their passion for a cause intersects with the brand already.

4. What are your employees passionate about?
If you’re stuck on where to donate (or perhaps stuck between a few options), ask your employees. Maybe an existing employee donates their time and talent to an organization that could use a hand. Maybe their foosball league would be interested in company-sponsored initiative to donate recreational equipment to kids’ orgs in need. Maybe their vote on where to focus charitable efforts in the new year could make sure they feel heard, seen, and part of something bigger. Company-led volunteer efforts are popular, too, with many brands contributing to nonprofits based on the number of hours their employees volunteer with them.

5. Where are you located?
Every community has organizations that could use an extra hand: shelter for the unhoused, food pantries, education initiatives, clean-up groups, groups that provide walking trails or greenify parks, groups that connect young professionals, groups that provide opportunities for historically marginalized people. Being a good brand includes being a good neighbor, so contributing time, talent, or funds to a local organization is a great way to not only give back, but make the brand a foundation part of the community.

Curious about more ways to think about ESG and CSR in 2024? We’re on it.