The ROI (and VOI) of Community Impact: Why Doing Good Is Good for Business

By Ryan McCarty

Too often, community impact is seen as an optional add-on, a “nice to have” if there’s room in the budget or time on the calendar. But the truth is this: businesses that commit to doing good don't just feel better. They perform better.

When you invest in your community, you’re also investing in your culture, your people, and your brand. The return on investment (ROI) is real. But there’s more to it than that. There’s also VOI, or value on investment, the intangible but deeply felt impact of aligning your business with something bigger than the bottom line.

Here’s what can happen when companies lead with purpose:

1. Increased Employee Engagement & Retention: Retail companies leading in sustainability see 85% of employees report a sense of accomplishment and 84% feel inspired by their company’s vision and values Source: Deloitte

2. Higher Workforce Retention: Mission-driven organizations experience 40% higher retention rates compared to those without a clear social purpose Source: The Cigna Group

3. Consumer Preference for Purpose: 66% of consumers say they are willing to spend more on products from sustainable brands Source: NIQ

I've seen this play out firsthand through Culture of Good’s work with Wiley Metal Fabricating in Marion, Indiana. By implementing a company-wide community impact program, Wiley Metal experienced a measurable reduction in turnover, stronger engagement among frontline leaders, and a renewed sense of pride across the workforce. What started as a way to serve their community turned into a powerful strategy to strengthen culture and deepen employee commitment. When people see the good their company is doing, they want to be part of it, and they tend to stick around.

These stats and stories aren't just feel-good wins. They are proof that doing good is more than goodwill. It is good strategy. And if you’re already making a difference or ready to start, there has never been a better time to be recognized for it.

👉 Explore the Community Impact Awards to see how your company can gain visibility, attract talent, and be celebrated for doing work that truly matters.

Because the greatest impact your business can make goes beyond what you sell. It is in how you show up for your people and your community.

Want quick insights and inspiration on culture, leadership, and impact? 🎥 Watch my YouTube Shorts series here