Corporate Social Responsibility (CSR) is becoming an all too important marketing strategy to reach a consumer base. In 2017 75% of American expect brands to contribute to overall well being or quality of life -- that number is contrasted by only 40% who think that's happening.
Check out Adobe's "Stand Out CRS" index below:
http://www.cmo.com/features/articles/2017/3/17/brands-with-a-cause.html#gs.ECKlovQ