Special Report 01Companies Are Called On 5 to Impact Society Increasingly, business leaders at high-profile companies A Majority of Professionals Expect Companies to Deliver are outspoken about more than just the traditional Social Impact bottom line — they also advocate for social issues and values that matter to their customers and employees. Customers and employees want to work for and purchase from companies that As revealed in our research, this “values driven” approach care about more than the bottom line. to business resonates with the modern business professional and, in turn, can create stronger customer loyalty, increase employee morale, and positively impact the company’s surrounding communities. This philosophy has even affected the way many companies present their brand: Today’s top marketers are 2.2x more likely than underperformers to leverage purpose-driven marketing to reflect the values of their company, brands, and customers.* With more information at their fingertips, customers 80% and employees can make more educated decisions about the businesses they purchase from and the of business professionals believe companies they work for. In fact, 70% of consumers businesses have a responsibility and 82% of business buyers say technology has made to look beyond profit and make it easier than ever to take their business elsewhere.** a positive impact on society Today’s business professionals consider more than typical factors such as pricing, salary, and brand recognition when choosing an employer or company to purchase from — they also emphasize the importance of businesses that care to make a social impact. Eighty percent of business professionals believe companies have a responsibility to go beyond profit and make a positive impact on society. * “State of Marketing,” Salesforce Research, June 2017. ** “State of the Connected Customer,” Salesforce Research, October 2016. Salesforce Research