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The Washington Post reports on a survey concluding that “71 percent of the respondents would spend more money at a small business if it supported a social cause — as long as it’s positive or environmental.”

However, “positive” would appear to be in the eye of the beholder: “Half of the consumers participating in the survey said they wouldn’t buy from a small business if the causes they supported ‘weren’t in line with the consumer’s social and/or environmental views’.”

The story quotes entrepreneur and lawyer Chidike Samuelson as saying that “a socially active company can reap many benefits besides increasing revenue. Companies that participate in certain causes are able to recruit better talent, increase employee morale, improve their brand and attract more capital.”
KC's View:
Keep in mind that this is a small sample - a survey of more than 1,100 consumers conducted by Cox Business. But this strikes me as a legitimate conclusion, albeit one that probably is fraught with complexities, especially since we live in such a polarized culture. But there have to be social issues and causes that could clear the bar in terms of meriting support without alienating a bunch of customers.