According to a recent Nielsen global survey, consumer sentiment toward socially responsible companies is growing. In the year-and-a-half since Nielsen published its “Global, Socially Conscious Consumer” report, the percentage of global consumers willing to reward companies that give back to society grew by 5 percent—increasing to 50 percent from 45 percent.
This is what Nielsen say about their research results
“Nielsen used stated willingness to spend more on goods and services from companies that have implemented programs to give back to society as a proxy for how much consumers care about brand investments in social impact. The results provide one simple gauge for whether consumers care—about cause marketing, shared value, conscious capitalism or other pursuits of corporate social impact—and they help to quantify the growing desire among consumers to reward the companies they view as socially responsible.”
“In the UK British shoppers are reported to be three times more likely to choose environmentally friendly products than they were in 2011, despite the squeeze on their incomes.” A change that “partly reflects rising concerns about the provenance of food and other products in the wake of series of scandals and easier access to information about the working practices of factories and farms around the world.”