2019 Research Report:

Corporate Generosity in Georgia

Our first annual research in 2019 showed that according to business leaders and working adults in Georgia as well as the rest of the U.S., Georgia business leaders have good reason to celebrate. They also face opportunities and threats when it comes to positioning their companies for greater growth and success.  For the current March 2020 report that built on this data, please visit here.

Key Takeaway #1

Employees and consumers value corporate generosity, especially in Georgia. (Pages 2-7)

Georgia businesses are seen as doing well by those in the state – 10 percentage points better than other states. But the stakes are consistently higher here, too. In every age group, on every metric, Georgia adults are more likely to factor generosity into employment and purchasing preferences than the U.S. average for their age group.

Key Takeaway #2

Perception gaps exist between Georgia business leaders and their employees, especially younger adults. (Pages 3-6)

Georgia business leaders have a more robust view of their own company’s generosity than their employees do. Likely contributing to this perception gap is a clear tide of higher interest and value for community giving among people aged 18-34.

Key Takeaway #3

Corporate generosity positively impacts recruiting, retention and brand. (Pages 4-7)

Employees and consumers – especially younger adults – value and reward corporate generosity more highly than leaders expect, demonstrating significant recruiting and retention benefits and purchase preferences. Younger Georgians consistently value generosity more highly than older ones and are more likely to be aware of their employers’ charitable activities. The majority say they reward it with employment and purchase behaviors.

Next Steps for Georgia Business Leaders

In order to compete in Georgia, businesses need to contribute wisely to the community, communicate what they’re doing more effectively, and engage their younger stakeholders to ensure giving, engagement and awareness are aligned. Given that 60 percent of Georgia businesses expect to increase charitable efforts somewhat or much more in the future (Page 8), any business lagging now is likely to fall farther behind.