In a time of global uncertainty, Canadian consumers still expect business to remain committed to communities. At our recent PRISM Network Roundtable on March 24, social impact leaders across industries shared how they’re showing up for nonprofit partners and adapting plans to meet expectations and navigate shifting climates.
Sponsored by YourCause from Blackbaud, this event brought together over 30 corporate social impact professionals to share the findings from our recent study on consumer attitudes towards corporate giving and learn from peers navigating today's evolving expectations. Participants shared how their stakeholder demands are shifting, how their company is responding, and where opportunities are emerging.
Here are three key takeaways from the discussion:
1. Companies are staying the course - cautiously
In a poll of event attendees, 45% of participants said their company hasn’t changed how it talks about social purpose, and 41% said they’ve made only small changes. Just 9% said they’ve seen significant shifts. This shows that most companies are not abandoning their commitments, but sticking to their promises—especially multinationals with adaptable plans that fit their business goals. Many financial and insurance firms are doubling down on financial literacy efforts. Most companies are taking a long view of social impact to build trust with their stakeholders in uncertain times, while also also being cautious due to U.S. policy shifts.
2. Tailoring Communications to Navigate Risk
Most recent changes by companies seem to be about how they talk about their social purpose work, not what they actually do. While messaging has remained steady in Canada, some multinationals are tailoring U.S. messaging — such as around community investment to support new immigrants — more carefully. Many companies are swapping terms like “equity” to “inclusion and belonging.” Though it’s too soon to tell if expectations are truly diverging between Canadian and US consumers, rising pro-Canadian sentiment is prompting companies to emphasize local community support and lean into national pride in their branding.
3. New Collaboration Models are Emerging
Many professionals said their companies are turning to peers for collaboration and collective action to manage uncertainty, especially amid shifting U.S. legal and political dynamics. There's a push for sector-wide responses to reduce risk. In the financial sector, firms recognize clients are looking to them for guidance in navigating the current climate. While these pressures have led to faster business planning behind the scenes, companies remain cautious and deliberate with their public messages as they determine how best to respond.
Overall, it was exciting to hear about the ways that companies are recommitting to their social purpose commitments and responding to societal changes. Our first installment of the PRISM Network Learning Series helped to foster exactly the kind of dialogue and peer learning that can help companies more easily navigate the current context.
Looking ahead
The Roundtable highlighted the value of peer dialogue in this complex landscape. Despite challenges, many companies are holding firm on community giving and looking for ways to build trust, not retreat from it. If you’re a Canadian company and would like access to the session recording, please reach out to Nicole at nmills@imaginecanada.ca.
This event kicked off our 2025 PRISM Network Learning Series. Stay tuned for upcoming sessions where we’ll continue to explore how business can lead and build strong, impactful programs.
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