Dynamics of Cause Engagement

Dynamics of Cause Engagement

Understanding the impact of the digital revolution on cause involvement.

An in-depth examination of the ways in which Americans perceive and interact with social impact topics and organizations through social media, the Dynamics of Cause Engagement study was conducted in partnership with Ogilvy Public Relations. Using quantitative methods, the research uncovered trend lines among a nationally representative sample of 2,000 Americans ages 18 and over.

The results identified a profound need for strategy and integration of disciplines when communicating about causes, and created new dialogues about what it means to be “involved” in a cause today, both in the more traditional sense as well as in the actions of so-called “slacktivists” and others empowered by the availability of digital tools.

White Paper: Slacktivists


Slacktivists do more than click in support of causes.

White Paper: Cause Involvement and Behavior Change

Involvement in causes can trigger individual behavior changes.

White Paper: Generation Y Cause Engagement

Word-of-mouth and TV inform Generation Y’s cause engagement most.

White Paper: African American and Hispanic Cause Engagement

These groups are likely to engage with causes via social media.

White Paper: Women and Cause Support

Women are the strongest believers in the power of supporting causes.

White Paper: Top Causes for Americans

Supporting troops and hunger are top causes among Americans.