Having a genuine social impact benefits brands across a range of key outcomes.​

​The strongest effect is on advocacy. People share positive stories about brands they see doing good, and the data bears this out: Nike sees a 33% uplift in advocacy from doing good associations, Nationwide 32%, and Greggs 29%.​

​The effect on willingness to pay more is harder to move. But even here, doing good is contributing to price premium perceptions for several brands in the study, with Nike and Cadbury at +20%.​