The research in numbers
To understand whether connecting with a cause gives brands a credible edge, we surveyed 4,200 members of the British public.
We examined the relevance of different causes across different categories and how strongly real brands were associated with helping with them; from brands that have made causes a significant part of their platform, to those that haven't. We then overlaid our Environmental, Social & Governance (ESG) segmentation onto the dataset, to understand cause and brand relationships alongside people's attitudes and behaviours towards sustainability.
Once the results were in, we used a range of analytical methods to identify where brands have the right to play and where it makes a measurable difference.
