@AshleyKaia
Research suggests that there is a segment of socially conscious consumers that marketers should pay attention to. A recent report by Nielsen aims to help cause-related marketers better define their strategy, and offers insight into the beliefs of these consumers.
Nielsen’s Global Corporate Citizenship Surveyed more than 28,000 Internet respondents in 56 countries. Results show that 46 percent of global consumers are willing to pay extra for products and services from companies that have implemented programs to give back to society. Nielsen defines these consumers as socially-conscious consumers.
Of these socially-conscious consumers, over half believe companies should support causes for environmental sustainability, education in science and technology, and the eradication of poverty.
Of all 18 causes, companies going "green" was of the most importance. But why should this matter to marketers? “Knowing what causes are most important to the socially-conscious consumer may help brands prioritize their social investments,” said Nic Covey, vice president of Nielsen Cares, Nielsen’s global corporate social responsibility program. “The next step is to understand precisely what causes are important to a brand’s individual customers."
Another key finding: Socially-conscious consumers are more likely than other survey respondents to use social media to help make purchase decisions (59% vs. 46% of all respondents). Companies that wish to appeal to this segment, must have a strong and clear social media presence. Highlighting their efforts in social good not only appeals to consumers, but effectually drives sales. (Doing the world some good along the way doesn't hurt either.)