Americans are increasingly willing to take actions that reflect their beliefs, including which companies they buy from and what they purchase. Almost three-quarters (72%) of U.S. consumers  believe it is “more important than ever” to buy from companies that reflect their values.

Millennials in particular are interested in connecting their spending with causes they care about, with 71% saying they are willing to pay more when they know some of the profits will go to a charity.

Learn more about cause marketing for retailers in this infographic from ShoppingGives.com.