Seven in 10 businesses say their key non-profit partnerships have changed their business practices for the better, according to new research.

The figure comes from C&E Advisory's 2026 Corporate-Non-Profit Partnership Barometer. It marks a slight increase on last year, when 68% of businesses reported the same effect.

The findings point to a corporate sector under growing pressure to manage ESG (environmental, social and governance) issues. AI's rise up the corporate agenda adds a further driver. In response, corporates and NGOs are committing to longer-term, more strategic partnerships rather than one-off collaborations.

For most organisations on both sides, the expectation is that these tie-ups will increase. C&E Advisory's research finds most corporates and NGOs anticipate growth in the number of partnerships going forward.

The data suggests cause-related partnerships have moved beyond reputation management. A majority of businesses now credit their non-profit relationships with tangible internal change, improving how they operate rather than simply how they are perceived.

For marketing leaders, the implication is direct: partnerships with NGOs increasingly function as a lever for operational and strategic change, not just a communications tool.

Source: Marketing Week (https://www.marketingweek.com/corporate-ngo-partnerships-2026-esg-ai/)