Most people care about something, and there lies the opportunity for differentiation

of Britons are deeply committed to at least one cause.

believe brands can support good causes and still be profitable.

But just over a third of Brits don't care whether a brand is ethical; they just want good products.

Brands that are seen to do good can trace 21% of their brand advocacy and 8% of their price premium to those associations.

The brands that get it right reap the rewards.