CSR trends to follow in 2021

Whether you’re starting a Corporate Social Responsibility (CSR) program from scratch or want to scale your existing one, understanding where the industry is now — and where it’s going — is crucial. Here are the key trends shaping CSR in 2021, backed by data.

Global giving on the rise

As businesses continue to expand around the world, they’re increasingly focused on building scalable, purpose-driven cultures that transcend geography and unify their people.

The data reflects this shift (Source: Benevity Client Data):

• 67% of Benevity clients have a presence in countries outside their headquarter country.
• 64% of companies allow their employees to give across borders.
• 32% YOY growth in adoption of cross-border giving capabilities in 2020.

Social investment going up

As corporate culture becomes more transparent and accessible to buyers driven by their beliefs and big-picture values, corporate giving and other social impacts are recognized and rewarded in the form of brand loyalty.

According to the CECP Giving in Numbers Report, 2020:

• 7% increase in total corporate giving between 2017 and 2019.
• 27% of companies reported an increase of more than 25% in corporate giving.
• $23.5 million in median total community investments in 2019.

More power to the people

As more companies recognize the desire for a personal sense of impact, they’re empowering their people to lead grassroots movements and rewarding employees for supporting the issues and causes that matter to them.

According to Benevity Client Data:

• $5,000/year is the average matching gifts cap (ranging from $250 to unlimited).
• 62% of companies allow employees to create their own content.
• $10/hour is the average volunteer reward amount (ranging from $5 to $50), with an average cap of $1,000/year.
• 87% of companies have a 1:1 match year-round, and up to a 4:1 match during campaigns.

Authenticity is key

Today’s most admired brands don’t rely on preaching to persuade — they live and breathe their values. When a brand is consistent and authentic in its actions, and invites its customers to be part of it, it’s more likely to be embraced by a loyal following of like-minded ambassadors.

The numbers speak for themselves:

• 85% of people expect brands to solve issues that matter to them personally.*
• 80% of people expect brands to solve society’s problems.*
• 88% of people say they’d purchase products or services from a purpose-driven company, and 70% say they’d want to work for that company.**

* Source: Edelman Trust Barometer Special Report: Brand Trust in 2020 | ** Source: Cone/Porter Novelli Purpose Biometrics Study, 2019

More flexible and inclusive

Purpose is personal. Giving people choice in how they can do good — whether it’s giving, volunteering, or small positive actions — is key to driving more participation and impact.

According to Benevity Client Data:

• 69% higher donor participation is achieved in programs that offer payroll giving.
• 70% of companies have a blended match cap, giving employees choice on whether to donate time or money.

When it comes to Missions, the engagement numbers are striking:

• 71% higher overall program participation (and 58% higher donor participation) when Missions is offered.
• 32% of first-time Missions participants go on to give or volunteer.
• 60% higher donation volume when giving is paired with Missions.
• 8% of participants in one company’s Missions campaign were brand new users.

Diversity, equity and inclusion are top of mind

As companies invest more in Diversity, Equity and Inclusion, many are recognizing that their CSR programs are a powerful lever for creating a more inclusive culture. And when DE&I and CSR fall under the same umbrella, it leads to significantly higher giving — likely due to higher resource allocation.

According to the CECP Giving in Numbers Report, 2019:

• 86% of companies manage DE&I in a department separate from CSR.
• Only 10% of companies operate and fund DE&I as part of their CSR programs.
• Companies that managed DE&I within their CSR departments saw a median of $46.3 million in total giving, compared to $18.2 million for those that kept them separate.

Purpose paves the way to profits

The value of purpose cannot be understated when it comes to how well a company performs. Employees, customers, and investors all expect companies to take action on social issues — and the ones that survive and do well over the long term will be the ones that answer that call.

Brands perceived to have a high positive impact saw a 175% increase in brand value over 12 years. Those with a medium positive impact saw 86% growth, and even brands with a low positive impact saw 70% growth. (Source: Kantar Purpose Report, 2020)

Meanwhile, intangible assets now represent 60% of the book value of S&P 500 companies — up from around 35% just 20 years ago — underscoring that purpose-driven reputation and culture carry real financial weight. (Source: BofA Merrill Lynch Global Research Report, 2019)

Understanding the latest trends is just one step to developing and growing your CSR program. Explore Benevity’s resources to take the next step.