Half of Consumers under Age 40 Willing to Pay Extra for Products and
Services from Socially-Responsible Companies
NEW YORK--(BUSINESS WIRE)--
Sixty three percent of global, socially-conscious consumers are under
age 40, they consult social media when making purchase decisions and are
most concerned about environmental, educational and hunger causes,
according to a new study from Nielsen, a leading global provider of
information and insights into what consumers watch and buy.
Nielsen’s Global Corporate Citizenship Survey of more than 28,000
Internet respondents in 56 countries shows that 46 percent of global
consumers are willing to pay extra for products and services from
companies that have implemented programs to give back to society.
Nielsen defines these consumers as socially-conscious consumers.
“It’s clear that corporate social responsibility efforts resonate with a
specific group of consumers,” said Nic Covey, vice president of Nielsen
Cares, Nielsen’s global corporate social responsibility program.
“Marketers need to know who those consumers are in order to maximize the
social and business return of their cause marketing efforts. This
understanding allows brands to engage in social impact efforts that
appeal to the right consumers with the right causes and through the
Global, Socially-Conscious Consumers by Age
Nielsen’s survey shows that overall, younger consumers are more willing
to spend extra for products and services from socially-responsible
companies. Fifty one percent of all respondents aged 15 to 39 are
willing to pay extra for such products and services compared to 37
percent of respondents over age 40. Looking at socially-conscious
consumers specifically, Nielsen’s findings show that 63 percent are
under the age of 40.
Global, Socially-Conscious Consumers by Geography
Consumers in Asia Pacific (55%), the Middle East and Africa (53%) and
Latin America (49%) are more willing to pay extra for products and
services from socially-responsible companies than consumers in North
America (35%) and Europe (32%). According to Nielsen’s survey, the
highest concentration of socially-conscious consumers is in the
Philippines, where 68 percent of respondents are willing to pay extra
for products, while the lowest concentration is in the Netherlands,
where 21 percent of respondents indicated a willingness to spend more.1
Causes Most Important to the Global Socially-Conscious Consumer
Among 18 causes reviewed, Nielsen finds that socially-conscious
respondents prioritize environmental sustainability (66%), improvements
to science, technology, engineering and math education (56%) and the
eradication of extreme poverty and hunger (53%) for companies
“Knowing what causes are most important to the socially-conscious
consumer may help brands prioritize their social investments,” said
Covey. “The next step is to understand precisely what causes are
important to a brand’s individual customers.”
Reaching the Global, Socially-Conscious Consumer
According to Nielsen’s survey, when it comes to brands and advertising,
global, socially-conscious consumers trust recommendations from people
they know (95%) and look for opinions and information posted by other
consumers online (76%). Socially-conscious consumers are more likely
than other survey respondents to use social media to help make purchase
decisions (59% vs. 46% of all respondents).
“In order for cause marketing efforts to affect sales, customers must
first be aware of a company’s efforts,” said Covey. “Nielsen’s
information indicates that social media is a critical tool for effective
About the Nielsen Global Survey
The Nielsen Global Survey of Corporate Citizenship was conducted between
August 31 and September 16, 2011 and polled more than 28,000 online
consumers in 56 countries throughout Asia Pacific, Europe, Latin
America, the Middle East, Africa and North America.
The sample has quotas based on age and sex for each country based on
their Internet users, and is weighted to be representative of Internet
consumers and has a maximum margin of error of ±0.6%. This Nielsen
survey is based on the behavior of respondents with online access
only. Internet penetration rates vary by country. Nielsen uses a minimum
reporting standard of 60 percent Internet penetration or 10M online
population for survey inclusion. The Nielsen Global Survey was
established in 2005.
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and
measurement company with leading market positions in marketing and
consumer information, television and other media measurement, online
intelligence, mobile measurement, trade shows and related properties.
Nielsen has a presence in approximately 100 countries, with headquarters
in New York, USA and Diemen, the Netherlands. For more information,
1 Responses are based on the attitudes and opinions of online
consumers; cultural bias has not been accounted for.
Jennifer Frighetto, 847-605-5686
Source: Nielsen Holdings N.V.