Global Social Responsibility Report March-2012

A Nielsen Report
The Global,
Socially-Conscious
Consumer
March 2012

WHO IS THE
GLOBAL, SOCIALLY-CONSCIOUS
CONSUMER?

YOUNGER GREEN
63%
under the age of 40
66%
think companies
should support
the environment

$
Willing to
pay more for
socially-responsible
products/services

Around the world, companies have invested time, talent New findings from a Nielsen survey of more than 28,000 online
and treasure in social and environmental efforts for a range respondents from 56 countries around the world provide fresh
of complementary reasons. For many companies, cause insights to help marketers better understand the right audience for
marketing—the use of social and environmental efforts to cause marketing activities, which programs resonate most strongly
build a brand and increase profits—has been a secondary if not with this audience, and what marketing methods may be most
primary motivation. effective in reaching these consumers.
Cause marketing won’t work with all customer segments— In the study, respondents were asked if they prefer to buy products
some simply don’t care—but previous research suggests that and services from companies that implement programs that give
there is a segment of socially-conscious consumers who back to society. Anticipating a positive response bias, respondents
cause marketers ought to pay attention to1. But who are were also asked whether they would be willing to pay extra for
these socially-conscious consumers? What causes are most those services. For the purposes of this study, Nielsen defines the
important to them? What’s the best way to reach them? “socially-conscious consumer” as those who say they would be
willing to pay the extra.

See W. Thomas Anderson, Jr. and William H. Cunningham, “The Socially Conscious Consumer,” Journal of Marketing, Vol 36 (July, 1972), pp. 23-31
1

2 Copyright © 2012 The Nielsen Company.

Nearly Half of Consumers Will Care
with their Wallet
Nielsen’s survey started by confirming what other studies have pay extra than those in North America and Europe. Overall, about
suggested, that the majority of consumers, today, express a general one-third of European and North American consumers say they are
preference for companies making a positive difference in the world2. willing to pay extra for products and services from companies that
Two thirds (66%) of consumers around the world say they prefer to have implemented programs to give back to society, while at least
buy products and services from companies that have implemented half of respondents in the other regions are.
programs to give back to society. That preference extends to other
In the study, the highest concentration of socially-conscious
matters, too: they prefer to work for these companies (62%), and
consumers were found in the Philippines, where 68 percent of
invest in these companies (59%). A smaller share, but still nearly
respondents said they were willing to pay extra for products and
half (46 percent) say they are willing to pay extra for products and
services from companies that had implemented programs to give
services from these companies, the “socially-conscious consumers,”
back to society. By contrast, just 20 percent of respondents in the
as defined and focused upon in this report.
Netherlands indicated their willingness to do so.
According to Nielsen’s survey, global, socially-conscious consumers
While cultural bias is not factored into the survey results, regional
tend to be younger: 63 percent are under the age of 40, compared to
differences support previous hypotheses about unique regional
55 percent of all respondents. In general, Nielsen’s survey shows that
perceptions of corporate social responsibility. In parts of Europe, there
younger consumers are more likely to spend extra for products and
may still be a tendency on the part of consumers to view corporations
services from socially-responsible companies. Fifty-one percent of all
primarily as economic players3. In Asia, these findings correspond with
respondents aged 15 to 39 are willing to pay extra for such products
increasing corporate attention to corporate social responsibility and
and services compared to 37 percent of all respondents over age 40.
its impact on performance4. Additionally, since Nielsen’s measure of
There are also important regional differences in the social social consciousness includes willingness to pay more for goods and
consciousness of consumers with consumers in Latin America, the services, regional variations—and demographic variations—include
Middle East/Africa and Asia-Pacific stating a stronger willingness to fundamental differences in price sensitivity.

Figure 1. % of consumers who prefer to buy from, work for, and invest in companies that give back to society
MIDDLE EAST/AFRICA

Buy their products 77% 75% 70% 64% 55%

NORTH AMERICA
LATIN AMERICA

ASIA PACIFIC

Work for them 73% 72% 66% 56% 54%

EUROPE
Invest in them 75% 72% 63% 55% 47%

% of Consumers willing to pay extra for product and services from companies that give back to society

49% 53% 55% 35% 32%
Source: Nielsen Global Survey of Corporate Citizenship, Q3 2011

2
See Cone Communications and Echo Research, “2011 Cone/Echo Global CR Opportunity Study,” October 2011 and Edelman,
“2012 Edelman Trust Barometer,” January 2012
3
See Isabelle Maignan and David A. Ralston, “Corporate Social Responsibility in Europe and the U.S.,” Journal of International Business Studies,
Vol 33 (3rd Quarter, 2002), p497-514
4
See Yan Cheung et al, “Does Corporate Social Responsibility Matter in Asian Emerging Markets?” Journal of Business Ethics, Vol 92 (March 2010), p401-413

Copyright © 2012 The Nielsen Company. 3

Not All Causes are Equal in Consumers’ Eyes
There are innumerable worthy causes for brands to support, but responsibility topics, 66 percent of socially-conscious consumers
effective cause marketing requires strategic prioritization. To identified environmental sustainability as a cause companies
maximize ROI on cause marketing efforts, companies need to should support. This preference may be a byproduct of extensive
identify the most relevant causes to their business. One component efforts already underway by brands to “green” their portfolio and
is the expectation consumers have of the specific brand in question, associate themselves with this cause.
but a more fundamental question is ‘which causes are most
The next most important cause to 56 percent of socially-
important to socially-conscious consumers overall?’
conscious consumers may be less obvious: improvements to
The survey results indicate that socially-conscious consumers science, technology and math education. Eradicating extreme
care most about environmental sustainability. From a list poverty and hunger is also a priority for this segment, with 53
of 18 causes that included the United Nations’ Millennium percent of socially-conscious consumers believing brands should
Development Goals5 as well as other prominent corporate social play a role in the cause.

Figure 2. % of socially-conscious consumers who think companies should support these specific causes
Which of these causes do you think companies should support?

Increase access to cultural Reduce child mortality

38%
institutions (such as the arts,
museums and performances)

38%
Improve maternal health
Combat non-communicable diseases
such as cardiovascular diseases,
cancers, chronic lung diseases and diabetes
39% Promote racial, ethnic and
cultural inclusiveness

39% 43%
Undertake development
Develop a global partnership projects that benefit the
for development communities around their

43% Combat HIV/AIDS,
offices or manufacturing units

44%
Malaria and other diseases

44% Achieve universal
Protect animals

45%
primary education

46%
Increase access Promote gender equality
Ensure environmental and empower women
to technology
sustainability
66% 50% 45%
Increase access
to clean water
Improve Science,
Technology,
48%
Engineering and
Math training
and education Support small business

56%
and entrepreneurship
Eradicate extreme
poverty and hunger 50%
53% Provide relief following
natural disasters
See Appendix for top causes by region, age and gender
52%
Socially-conscious consumers defined as those who expressed willingness to pay extra for products and services from companies that
have implemented programs to give back to society.

Eight time-bound goals set at the 2000 United Nations Millennium Summit. More at www.un.org/millenniumgoals/
5


Connecting with the Socially-Conscious Consumer
One of the challenges of cause marketing is effectively reaching the know (95%), while also looking for opinions and information posted
socially-conscious consumer. In order for a customer to behave by other consumers online (76%), slightly more so than the global
differently based on a brand’s social and environmental investments, online survey average (92% and 70%, respectively). Among paid,
they must first be aware of them. third-party advertising channels, socially-conscious consumers most
trust outdoor, TV and print media, though they tend to be more
In cause marketing efforts, basic trust in chosen advertising vehicle
trusting of advertising across channels.
may be even more important than advertising at large. Consumers
have grown increasingly sensitive to “greenwashing,” the idea This survey confirmed the importance of social media in cause
that a brand will artificially inflate its environmental or even social marketing. Socially-conscious consumers are more likely than
investments for consumers. consumers overall to trust ads found on social networks and they
were also more likely than total respondents (59% vs. 46%) to say
When it comes to advertising and recommendations, socially-
they use social media when making a purchase decision.
conscious consumers trust recommendations from people they

Figure 3. % of socially-conscious consumers who trust various forms of advertising
To what extent do you trust the following forms of advertising (“Trust completely” or “Trust somewhat”)?

Socially-Conscious
Consumers
% Difference Global Online
Average
95% Recommendations from people I know 92%
3%
76% Consumer opinions posted online 70%
9%
65% Branded websites 58%
12%
65% Editorial content such as newspaper articles 58%
12%
57% Emails I signed up for 47%
21%
56% Brand sponsorships 47%
19%
56% Billboards and other outdoor advertising 50%
12%
55% Ads on TV 47%
17%
55% Ads in magazines 47%
17%
54% Ads in newspapers 46%
17%
50% Ads on radio 43%
16%
48% Ads before movies 41%
17%
48% Ads served in search engine results 40%
20%
47% TV program product placements 40%
18%
46% Ads on social networks 36%
28%
45% Online video ads 36%
25%
Display Ads (Video or banner) on mobile devices
43% (smartphones, tablet devices - i.e., iPad) 33%
30%
41% Online banner ads 33%
24%
37% Text (SMS) ads on mobile phones 29%
28%


Smarter Cause Marketing
Not all consumers expect companies to care about social
responsibility, but those that do can be segmented and
understood in ways that allow brands to engage in cause
marketing which appeals to the right consumers, with the right
causes and through the right marketing channels. This report
provides just one new layer of insight in the exploration of the
socially-conscious consumer.
For marketers, this report provides guideposts to better
understand your customers’ social consciousness in order to
refine your cause marketing efforts and create more shared
value for your brand and society. For cause organizations, this
report presents the opportunity to further make the case that
consumers will reward partnering brands for implementing
programs to give back to society.

“
For Nielsen, the continued exploration of this topic is a
responsibility we take seriously: to our global clients and to
our communities, who should mutually benefit from a better
understanding of the socially-conscious consumer. Better understand
your customers’ social
consciousness in order

”
to refine your cause
marketing efforts


Appendix

Figure 4. Top 10 causes ranked by region among "socially-conscious" consumers

Eradicate extreme poverty and hunger Develop a global partnership for Protect animals
development

Achieve universal primary education Support small business and
Combat non-communicable diseases such entrepreneurship
as cardiovascular diseases, cancers,
Promote gender equality and chronic lung diseases and diabetes
empower women Increase access to clean water
Increase access to technology
Reduce child mortality Provide relief following natural disasters
Promote racial, ethnic and cultural
Improve maternal health inclusiveness Increase access to cultural institutions
(such as the arts, museums and
performances)
Combat HIV/AIDS, Malaria and Improve Science, Technology, Engineering
other diseases and Math training and education
Undertake development projects that
beneﬁt the communities around their
Ensure environmental sustainability ofﬁces or manufacturing units

MIDDLE EAST/
MIDDLE EAST/
ASIA PACIFIC EUROPE AFRICA LATIN AMERICA NORTH AMERICA
ASIA PACIFIC

AMERICA

AMERICA
AFRICA
EUROPE

NORTH
LATIN



Figure 5. Top 10 causes ranked by gender among "socially-conscious" consumers
4. region and age among "socially-conscious" consumers

Eradicate extreme poverty and hunger Develop a global partnership for Protect animals
development

Achieve universal primary education Support small business and
Combat non-communicable diseases such entrepreneurship
as cardiovascular diseases, cancers,
Promote gender equality and chronic lung diseases and diabetes
empower women Increase access to clean water
Increase access to technology
Reduce child mortality Provide relief following natural disasters
Promote racial, ethnic and cultural
Improve maternal health inclusiveness Increase access to cultural institutions
(such as the arts, museums and
performances)
Combat HIV/AIDS, Malaria and Improve Science, Technology, Engineering
other diseases and Math training and education
Undertake development projects that
beneﬁt the communities around their
Ensure environmental sustainability ofﬁces or manufacturing units
MEN

WOMEN

20

25–29
20–24

30–34

35–39
UNDER
35–39
40–44
45–49
50–54
55–59
60–64
65 AND OVER



Countries in the Study: Greece Romania
Argentina Hong Kong Russia
Australia Hungary Saudi Arabia
Austria India Singapore
Belgium Indonesia South Africa
Brazil Ireland South Korea
Canada Israel Spain
China Italy Sweden
Chile Japan Switzerland
Colombia Latvia Taiwan
Croatia Lithuania Thailand
Czech Republic Malaysia Turkey
Denmark Mexico United Arab Emirates
Egypt Netherlands United Kingdom
Estonia New Zealand Ukraine
Finland Norway United States
France Pakistan Venezuela
Germany Peru Vietnam
Philippines
Poland
Portugal

About the Nielsen Global Survey About Nielsen
The Nielsen Global Survey of Corporate Nielsen Holdings N.V. (NYSE: NLSN) is
Citizenship was conducted in August/ a global information and measurement
September 2011 and polled more than company with leading market positions
28,000 consumers in 56 countries in marketing and consumer information,
throughout Asia Pacific, Europe, Latin television and other media measurement,
America, the Middle East, Africa and online intelligence, mobile measurement,
North America. The sample has quotas trade shows and related properties.
based on age and sex for each country Nielsen has a presence in approximately
based on their Internet users, and is 100 countries, with headquarters in New
weighted to be representative of Internet York, USA and Diemen, the Netherlands.
consumers and has a maximum margin For more information, visit
of error of ±0.6%. This Nielsen survey is www.nielsen.com.
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, which includes the
Global Consumer Confidence Survey, was
established in 2005.

For more information, please contact your Nielsen representative or
Nic Covey, VP Corporate Social Responsibility, Nielsen, +1 312-385-6718 or nic.covey@nielsen.com

Copyright © 2012 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are
trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C. Other product and service
names are trademarks or registered trademarks of their respective companies. 12/4752

Global Social Responsibility Report March-2012

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