Most Americans believe companies have an obligation to take actions to improve issues that may not be relevant to their everyday business operations. Today’s consumers factor a company’s core beliefs into their shopping decisions. Eighty-seven percent say they’d purchase a product because that company advocated for an issue they cared about, and more than three-quarters would refuse to purchase a product if they found out a company supported an issue contrary to their beliefs. Add to that the fact that 70% of consumers will spend more on brands that support causes they care about and you start to see the value of socially responsible marketing.