The 2013 Nielsen Global Survey on Corporate Social Responsibility included more than 29,000 Internet respondents in 58 countries. The results are very positive for responsible brands, as percentage of consumers willing to pay more for their products and services has gone up significantly since 2011. Increases were observed among both sexes and across all age groups. Respondents under the age of 30 were still most likely to say they would spend more for goods and services from companies that give back. However, among consumers aged 40-44, 50 percent agreed they would pay more, up from 38 percent two years ago.
The survey showed some geographic variations and some differences between responses and action, however the willingness to pay more for products and services from companies that are responsible is significant.
“While cause-marketing programs seem to resonate most strongly among younger respondents, the rapid change in sentiment among middle-aged consumers expands the cause opportunity for brands, … Today, brands can confidently focus purpose messaging on both younger and older consumers.”
Nic Covey, VP of corporate social responsibility at Nielsen