Survey: More Consumers Willing to Pay Extra When Companies Take Social Responsibility

摘要

The share of global consumers willing to pay more for goods and services from socially responsible companies is growing, according to a new survey from Nielsen. Half of the consumers surveyed by Nielsen said they would spend more with "companies that have implemented programs that give back to society" through corporate social responsibility, up 5 percent compared to 2011. Nielsen said the concept of corporate social responsibility has evolved over time to include a mix of traditional corporate philanthropy-gifts of cash, goods and services to nonprofit organizations-and an emerging "shared-value ideal" in which companies create economic value in a way that also creates value for society. The survey, summarized in a report released Aug. 6 called Consumers Who Care, was based on an online poll of more than 29,000 consumers. It builds on an earlier survey by Nielsen that sought to help businesses better understand "the socially conscious consumer" and how best to reach these consumers through "cause marketing," in which social and environmental efforts are used to build a brand and increase profits.