Nielsen Global Research

Doing Well by Doing Good (2014)

Nielsen polled 30,000 consumers in 60 countries to find out if consumers really care about conscious capitalism when it comes to buying decisions. Many companies today are making a conscious effort to put sustainable practices into action. They’re well aware that doing so not only helps the environment and society, it can also create goodwill for their reputations and contribute positively to their brands’ health and performance. But are consumers willing to pay more for products and services that come from companies that engage in actions that further some social good? Assuming a positive ratio between a stated willingness to pay and an actual willingness to open one’s wallet, the survey found that the answer is yes for a growing number of consumers around the world.

Almost half of Canadians have purchased a product or service because they knew the company was committed to positive social or environmental practices.

41% of Canadian respondents say they are willing to pay extra for products and services that are committed to positive social and environmental impact.

In Canada, the top three cause concerns included:

Access to clean water (53%),

Eradicating poverty (50%) and

Combating diseases such as cancer, diabetes and lung diseases (49%).