A new research study performed by Morning Consult on behalf of Fortune magazine finds evidence that today's young people put a lot of stock in the idea of corporate giving—in fact, Millennials tend to prefer buying products from companies who give back:
The survey of more than 2,000 individuals found that nearly two-thirds of people between the ages of 18 and 34 were at least somewhat more likely to want to work for a company that gave to charity than one did that not. That compares with 59% of those between 35 and 44 years old, and 47% of people between 45 and 64 years old. Young people were also more inclined than their elders to say they would buy products from a company that contributes to charity, or to recommend the business to a friend.
At this point, it might be fair to say that rather than giving a company a competitive advantage, corporate giving instead merely keeps companies from being at a disadvantage. Giving seems more like a business necessity with each passing day.