Timothy Lee Keiningham

Research consistently shows that both consumers and other stakeholders believe companies must play a significant role in addressing systemic societal and environmental issues. A recent PwC study found that 83% of consumers expect businesses to actively shape best practices in areas like sustainability and social responsibility, and 76% of consumers say they will stop supporting companies that fail to meet these expectations.

The groundbreaking Rise Ahead Pledge commitment that emerged following the 2024 Davos Annual Meeting saw leading companies vow to invest in enterprises primarily focused on societal well-being. This initiative aims to raise $1.1 trillion to build a more sustainable, equitable world. In a new Journal of Marketing study, we explore similar transformative strategies, offering insights into how organizations can significantly enhance the common good through a social profit orientation.