Two thirds of global consumers (66%) prefer to buy products and services from companies that have programs designed to “give back” to society, according to Nielsen. Just under half (46%) say they’re willing to pay extra for products and services from these companies.
More than six in 10 (62%) would prefer to work for companies with social programs, and 59% prefer to invest in such companies.
More than half of 15-39-year-olds (51%) are willing to pay extra for products and services from socially responsible companies, compared to 37% of those age 40 and older.
Among global consumers
who will pay extra for products from socially responsible companies, environmental sustainability, science and math education programs, hunger and poverty, and aid for people affected by natural disasters are considered the most important causes.
Socially conscious consumers are more likely than global consumers overall to trust ads on social networks, online video ads, banner ads, and text ads on mobile phones.
Source: “The Global, Socially Conscious Consumer,” March 2012, Nielsen, Nic Covey, VP Corporate Social Responsibility, 770 Broadway, New York, NY 10003; 312-385-6718; nic.covey@nielsen.com; www.nielsen.com
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