SPECIAL REPORTThe Impact ofEquality andValues Driven
Business
Insights from over 1,500 businessprofessionals on workplace equality
and values driven leadership trendsAbout This Report
For this special report, “The Impact of Equality
and Values Driven Business,” Salesforce Research
surveyed more than 1,500 business professionals
to discover:• Changing expectations of businesses’ rolein society• The customer impact of values driven
companies• Employee benefits of fostering a cultureof equality
Data in this report is from a January 2017 surveythat generated responses from 1,514 full-time
professional, managerial, and administrative
employees in the U.S. All respondents are thirdparty panelists (not limited to Salesforce customers).
Due to rounding, not all percentage totals in thisreport equal 100%. All comparison calculations are
made from total numbers (not rounded numbers).

Salesforce Research provides data-driven insights to help
businesses transform how they drive customer success.
Browse all reports at salesforce.com/research.

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Table of Contents

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I. Equality and Values Help Drive the Bottom Line  . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 401. Companies Are Called On to Impact Society . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 502. Employees Reveal Gaps in Workplace Equality . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6II. Business and Social Impact Go Hand in Hand . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 703. Customers Want to Do Business with Companies That Give Back  . . . . . . . . . . . . . . . . . . . . 804. Companies Can Go Beyond Traditional Philanthropy to Drive Impact . . . . . . . . . . . . . . . . . 905. Business Leaders Are Becoming Societal Leaders  . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  10III. Commitment to Equality Drives Employee Success . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  1106. Inequality Persists in Today’s Business Culture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  1207. Workplace Equality Influences Employee Engagement  . . . . . . . . . . . . . . . . . . . . . . . . . . .  1308. Inclusive Culture Boosts Employee Productivity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  14
09. Business Leaders Prepare to Address Equality Gaps  . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  15
IV. Last Look: Steps to Leading an Equality and Values Driven Business . . . . . . . . . . . . . . . .  16

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Equality and Values Help
Drive the Bottom Line
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01Companies Are Called Onto Impact Society

Increasingly, business leaders at high-profile companies
are outspoken about more than just the traditionalbottom line — they also advocate for social issues andvalues that matter to their customers and employees.
As revealed in our research, this “values driven” approachto business resonates with the modern businessprofessional and, in turn, can create stronger customer
loyalty, increase employee morale, and positively impact
the company’s surrounding communities. This philosophy
has even affected the way many companies present theirbrand: Today’s top marketers are 2.2x more likely
than underperformers to leverage purpose-driven
marketing to reflect the values of their company,brands, and customers.*
With more information at their fingertips, customers
and employees can make more educated decisions
about the businesses they purchase from and thecompanies they work for. In fact, 70% of consumers
and 82% of business buyers say technology has madeit easier than ever to take their business elsewhere.**Today’s business professionals consider more thantypical factors such as pricing, salary, and brandrecognition when choosing an employer or company
to purchase from — they also emphasize the importanceof businesses that care to make a social impact. Eighty
percent of business professionals believe companies
have a responsibility to go beyond profit and makea positive impact on society.

* “State of Marketing,” Salesforce Research, June 2017.
** “State of the Connected Customer,” Salesforce Research, October 2016.

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A Majority of Professionals Expect Companies to Deliver
Social Impact
Customers and employees want to work for and purchase from companies thatcare about more than the bottom line.

80%of business professionals believe
businesses have a responsibilityto look beyond profit and makea positive impact on society

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02Employees Reveal Gaps inWorkplace Equality

Despite increased expectations for companies to focus
on equality and social responsibility, businesses havemore work to do when it comes to addressing their own
workplace equality gaps. For example, only 25% ofbusiness professionals believe their company cares
about closing the gender pay gap.

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6Most Companies Aren’t Actively Working to Achieve Diversity
The majority of business professionals believe their companies aren’t actively working
to achieve equality. In fact, only 36% believe their company is actively working to
be more diverse.

There is an opportunity for companies to take a more
active approach to equality, starting with being intentional
about creating diversity within their organizations. By
creating workplace communities and leadership teams
that reflect their diverse communities and customers,
businesses can better address social issues, understandcustomer needs, and support their employees.

36%of business professionals saytheir company actively works
to be more diverse

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Business and Social Impact
Go Hand in Hand
Salesforce Research03Customers Want to Do Businesswith Companies That Give Back

Consumers now expect companies to integrate givingback and social change into their business. In fact,
consumers — especially the increasingly influential
generation of Millennials — are more loyal to companies
that give back. Fifty-eight percent of Millennial
consumers say that companies investing in or givingback to their community has an impact on their loyalty
to a company.

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Giving Back Influences Customer Loyalty
Across generations, consumers prefer to do business with values driven
companies that invest in and support their communities.

The majority (60%) of consumers are likely to go a stepfurther and switch brands if a company isn’t sociallyresponsible. Companies have the opportunity todifferentiate themselves from the competition
through greater internal commitment to philanthropy
and volunteerism.

51%

of consumers say companies
investing in or giving back to
the community has a major ormoderate influence on theirloyalty to a company

All data on this page comes from “State of the Connected Customer,” Salesforce Research, October 2016.

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04Companies Can Go Beyond Traditional
Philanthropy to Drive Impact

Despite customers expecting more social impact fromcorporations, fewer than half of business professionals
say their company is actively engaged in community
service. Similarly, less than one-third of businessprofessionals say their company is actively engaged indeeper social commitments such as public policy,
equal rights, or STEM education/workforce development.
These types of social impact initiatives are becoming
more important to customers and employees.

1.5X

more likely to say they wantcompanies to stand for equal rights

9Businesses Have the Potential to Create Greater Societal Impact
As companies take a closer look at their societal impact, there’s room to ramp up
engagement in local schools, public policy, and equal rights initiatives.

Percentage of Business Professionals Who Say Their Company
Is Actively Engaged in the Following
Community service
Diversity and equality inthe workplace

Millennials vs. Baby Boomers

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44%
41%

Local schools

32%

Public policy

31%

Equal rights in society at large

28%

STEM education/workforce
development

26%

Businesses have the opportunity to respond tocustomer expectations and widen their scope
to make a broader impact in these areas. Thisapproach could also improve equality within
businesses by empowering and educating thefuture diverse workforce.

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Business Leaders Are Becoming
Societal Leaders

As business professionals begin to expect more societal
impact from companies, the responsibility of thosecompanies’ leaders is expanding as well. In a recent
summit on the future of work and leadership, senior
executives said they think that making a societal impact
has become more important over the last two years.

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10Executives Recognize Their Responsibility to Impact Society
Salesforce surveyed senior executives at the 2017 New York Times New Work Summit.
Out of 14 senior executives, 10 said that compared to two years ago, looking beyond
profit to make an impact on society has become more important.*

With the rising focus on values driven business, it’s likelythat more company leaders will become social advocatesand partners with government, nonprofit, and education
leaders to help create change.

* Findings from the 2017 New York Times New Work Summit survey, Salesforce Research, Spring 2017.

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Commitment to Equality
Drives Employee Success
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Inequality Persists in Today’s
Business Culture

As values driven business leaders move to become activepioneers both in society and their workplaces, they arecarrying with them an added imperative to foster aculture of equality in their companies. When employees
are given equal opportunities, feel heard at work, and are
comfortable being their authentic selves, their morale andproductivity increase. For example, of those who say
their company provides equal opportunities, 65%
say they are proud to work for their company.
Yet, workplace inequality gaps remain a persistentissue. Nearly half (49%) of business professionals
don’t believe their companies provide equal
opportunities for employees. To bridge this divide,businesses can do more to focus on the gender pay
gap and inclusion. Eighty percent of business professionals
who say their company fosters a culture of inclusion and
43% who say their company cares about closing thegender pay gap also say their company provides
equal opportunities.

12Special ReportBusinesses Have More to Do to Achieve Workplace Equality
Providing equal opportunities for all is a key component of achieving equality in theworkplace. A focus on inclusion and pay can help create equal opportunities. However,business professionals see considerable room for improvement.
Percentage of Business Professionals Who Believe the Following
My company provides equal
opportunity for employees
My company actively works
to be more diverse
My company fosters an
inclusive culture
My company cares about
closing the gender pay gap

51%
36%
36%
25%

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Workplace Equality Influences
Employee Engagement

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It is evident that when companies focuson creating aculture of equality, those efforts have a positive effecton employees and the work that they do. Employee
engagement is an important factor in recruitment andretention, and can be a key differentiator to best position
companies to win the war for talent.

Employees Are Proud to Work for Companies That Are
Committed to Equality

Employees are more likely to take pride in working fortheir company when the company is taking steps toward
equality. For example, among those who say theircompany cares about closing the gender pay gap, 75%also say they’re proud to work for their company. Incontrast, at companies where employees don’t feel liketheir company cares about closing the pay gap, only 34%
are proud to work there.

Percentage of Employees Who Agree/Disagreewith the Following Statements and Say They’re
Proud to Work for Their Company

Employees Feel They Can Be Their Authentic

A commitment to equality positively impacts employee morale. Employees feel proud
to work for companies that stand for equal rights, foster inclusion, provide equal
opportunities, and care about closing the gender pay gap.

more likely to say they’re
proud to work for their company

Agree vs.
Disagree

My company cares about
closing the gender pay gap

75%

I’m able to be my authentic
self at work

74%

My company positively
impacts our community73%

My company fosters an
inclusive culture70%

My company provides equal
opportunities for employees

75%

34%

26%

24%

Self at Work vs. Those Who Don’t

2.8X

1330%

20%

2.2x

more likely

2.8x

more likely

3.0x

more likely

2.4x

more likely

3.8x

more likely

Agree + proud to work for my companyDisagree + proud to work for my company

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Inclusive Culture Boosts
Employee Productivity

Beyond employee pride, feeling included, heard, andsupported at work has an impact on employee productivity
and success. When employees feel accepted andcomfortable at work, they also feel empowered toperform better.
Overall, only 36% of business professionals reportthat they feel empowered to perform their bestwork. However, when inclusion factors are present, thisnumber noticeably increases.

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14Employees Perform Their Best Work in an
Inclusive Environment
Employees are more productive when they feel they belong, are heard, and are able
to be their authentic self at work. For example, among those who feel they belong attheir company, 73% say they are empowered to perform their best work.
Percentage of Employees Who Agree/Disagree with
the Following Statements and Say They Feel Empowered
to Perform Their Best Work

Agree vs.
Disagree

I feel my voice is heard
at work73%

I feel like I belong at
my company

73%

I’m able to be myauthentic self at work70%

My company fosters
an inclusive culture64%

My company cares aboutclosing the gender pay gap

67%

16%

4.6x

more likely

Employees Who Feel a Sense of Belongingness at
Their Company vs. Those Who Don’t

5.3X

more likely to feel empowered toperform their best work

14%

16%

20%

26%

5.3x

more likely

4.4x

more likely

3.2x

more likely

2.6x

more likely

Agree + empowered to perform my best work
Disagree + empowered to perform my best work

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Business Leaders Prepare toAddress Equality Gaps

Many business leaders understand the urgency of taking
an active approach to closing equality gaps in theirorganizations. In a recent summit on the future of workand leadership, 11 of 14 senior executives surveyed said
that compared to two years ago, it’s become more
important for them to promote equality.

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15Executives Recognize the Rising Importance of Active
Leadership in Equality
Salesforce surveyed senior executives at the 2017 New York Times New Work Summit.
Of 14 senior executives, 11 said that compared to two years ago, it’s become much
more or somewhat more important to their company culture to promote equality.*

Business leaders who show active leadership in
advocating workplace equality are demonstrating tocustomers and employees alike that their company
authentically stands for change.

* Findings from the 2017 New York Times New Work Summit survey, Salesforce Research, Spring 2017.

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Steps to Leading an Equality and Values Driven BusinessA new business model for companies is emerging — one
that calls for companies to expand their purview beyond
profit, adopt a holistic approach to societal impact, andactively work toward achieving workplace equality.
Customers and employees alike give their loyalty tocompanies that value giving back and are sociallyresponsible. Business professionals are empowered bytechnology to make more informed decisions and holdcompanies, and the people who lead them, accountable
to these new standards.

01 | Lead with Values

Here are three steps that business leaders can taketo strengthen customer loyalty, attract and retain
top talent, and make an impact on society with anequality and values driven focus.

As business professionals expect more advocacy and action from companies,
opportunities to partner with governmental, nonprofit, education, andother business leaders will increase. Businesses can leverage their power
as platforms for social change — using their networks, influence, and voice
to speak out and empower those who can’t do so on their own. Suchinitiatives are good for business. When company leaders help support theircommunities, they’re also training and building their future diverse workforce.

Demonstrating an authentic commitment to a greater objective outsideof profit requires clear and honest values. Although 10 out of 18 senior
executives surveyed at the 2017 New York Times New Work Summit said
that their companies clearly define their values, only 40% of businessprofessionals say their company leads with its values. Business leaders
who take the next step to not only define but actually lead with values
are better positioned to connect with their customers and employees.

02 | Become a Platform for Social Change

03 | Create a Culture of Equality
As a company grows, especially during a time when innovation is booming
and skills are in high demand, being an attractive destination workplace
for all is essential. Indeed, commitment to equality and inclusiveness is
becoming a competitive differentiator for companies seeking to attract andretain a new generation of talent. Actions speak louder than words: Today’s
business professionals can leverage technology to instantly discover if
companies are walking the walk and making strides for change. Being open,transparent, and active in promoting equality in the workplace can earn
enduring customer and employee trust.

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