A recent Forbes study indicated 81% of Millennials expect brands to go above and beyond simply generating content and make efforts to improve their communities. This can have a major impact on brand loyalty as consumers are increasingly likely to support brands that act as drivers of change and become active in their communities.

Nearly 66% of consumers are willing to pay extra for products and services that come from brands committed to a positive social and environmental impact.

Incorporating corporate social responsibility initiatives as part of your loyalty offering improves the customer experience you offer.

toms shoes, inte q, charityEXAMPLE: TOMS Passport Rewards program offers loyalty members the option to redeem points for a donation to a charitable cause or initiative. For example, members can redeem points for a $25 donation to help TOMS support U.S.-based after-school groups and community development programs. This option creates goodwill and fosters an emotional connection to the brand.