Businesses giving back: Why it matters and how to do it

Amidst an uncertain economic climate, rising costs and growing needs, charities are feeling the squeeze. But, as challenges mount, research shows that just a small percentage of British businesses are giving back. 

And whether due to financial constraints or protecting the bottom line, business-driven donations saw a significant drop last year.

At the same time, purpose-washing and greenwashing remain stubbornly prevalent. 

As distrust of corporations grows, small businesses have an opportunity to demonstrate their community connection and impact — and not just through donations. 

From workshops and volunteering to sponsoring events and launching community initiatives, Green Echo Consulting can show you how. 

Small businesses as community pillars

Giving back to the community has the potential to transform lives, and small businesses are well-positioned to do so, already embedded in the local fabric.

The COVID pandemic demonstrated just how integral small businesses are to local communities.

Despite being hit hard by the crisis, small businesses played a significant role in supporting communities, whether by donating to food banks, taking on community roles, providing free services to the most vulnerable, or signing up as NHS volunteers. 

And research from the Federation of Small Businesses shows that even before the pandemic, 80% of small firms either donated to charity or volunteered.

Going beyond profit

The tide is changing when it comes to consumer preferences, too. 

YouGov data reveals that 45% of consumers across markets prioritise brands that give back, with those ages 18 to 24 driving this trend.

In the UK, this figure jumps to 70%, according to some research, with over half willing to pay a premium of up to 10% for small businesses known for their ethical and green practices.

Alongside this, small business owners report that their involvement in the community is key to creating a “better local business climate.”

Attracting and retaining staff

Beyond being good for generating business, as more people prioritise purpose, giving back is a great way to attract talent, with job seekers more inclined to work for a company that donates to charitable causes.

Giving back also fosters greater employee engagement, research shows. 

In a poll of 1,880 employees, Charities Aid Foundation (CAF) found that 54% felt more pride working for a company that supports charities, while 51% said it boosted their loyalty to the company. 

Just under half (47%) also shared that if their company supported good causes, they’d be more likely to go the extra mile.  

Turning ambition into action

So, how can you get started? 

At Green Echo Consulting, we work with your business to understand your values, resources, and flexibility, and then match you with local community schemes where you can have a real impact. 

We help you navigate the platforms, paperwork and logistics that connect you with causes you care about. 

It’s also important to communicate your impact, and with our social media services, we can help you do just that. 

Contact us today to discover how your business can give back in ways that feel aligned and authentic.