At last month’s iMedia conference, Mick Ebeling, founder of Not Impossible Labs, spoke about his company’s most noted philanthropic work to date – Project Daniel. This effort brought 3-D printers, filaments and orthoplastics to Sudan. As a result, a 16-year-old boy received a 3-D printed arm and was able to feed himself for the first time in two years.

The inspirational endeavor was supported by Intel. While many regard this sponsorship as just another opportunity for Intel to build goodwill, it is really a prime example of a larger shift happening in the world of corporate advertising. Brands, both large and small, are increasingly looking for opportunities like Project Daniel to demonstrate their commitment to societal responsibility and sustainability.

Recently, MIT Sloan Management Review found that 74% of business managers surveyed expect their organization’s commitment to sustainability to grow in the year ahead. And 67% report that sustainability strategies are necessary to be competitive.

As established and emerging companies struggle to create a unique identity, marketers are turning to Corporate Social Responsibility (CSR) programs to communicate their brand’s differentiating factor. CSR also provides benefits for companies, such as new market opportunities, protection of reputation, increased consumer brand loyalty, attractive investment and protection against future restrictive legislation.

Resonate’s research methodology centers around understanding consumer motivations, including their views on social responsibility, corporate sustainability, charitable giving, and energy efficiency. Such insight enables marketers to create a connection with their customers by not only targeting those most engaged but also identifying which programs have the greatest impact. Knowing what inspires your customers can help your organization more significantly capitalize on doing good.