Helping businesses and nonprofits succeed together with practical information, connections, and recognition
Consumers Who Care (2013)
Nielsen surveyed more than 29,000 online respondents in 58 countries to see whether companies integrating social impact into the heart of corporate strategy matters to consumers. As in 2011, the survey 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 those companies they view as socially responsible. Listen to a free podcast with Nielsen's Nic Covey about this report.
The Global, Socially Conscious Consumer (2011)
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 for cause marketers, which programs resonate most strongly with this audience, and what marketing methods may be most effective in reaching these consumers. 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.