Two thirds (66%) of consumers say they prefer to buy products and services from companies that have implemented programs to give back to society. Nearly half (46%) say they are willing to pay extra for products and services from these companies.
New findings from a Nielsen survey of more than 28,000 online respondents from 56 countries around the world provide fresh insights to help businesses better understand the right audience.
In the study, respondents were asked if they prefer to buy products and services from companies that implement programs that give back to society. Anticipating a positive response bias, respondents were also asked whether they would be willing to pay extra for those services. For the purposes of this study, Nielsen defines the “socially conscious consumer” as those who say they would be willing to pay the extra.
Further information on this research can be found here.