First published on www.forbes.com
Companies from Microsoft to Walt Disney spend hundreds of millions of dollars a year on corporate social responsibility initiatives. Do those efforts enhance their brands with consumers? According to a new survey from Nielsen, the answer is yes. Nielsen polled 30,000 consumers in 60 countries and found that more than half, 55%, said they were willing to pay more for products and services provided by companies that are committed to making a positive impact on society and the environment.
The survey, which was conducted online between Feb. 17 and March 7 of this year, also showed a result that startled me: consumers in the Asia-Pacific region, including Australia, China and India, were the most likely to say they cared about buying from companies committed to CSR. Some 64% of respondents answered yes to that survey question. Latin America came in second, with 63%, the Middle East/Africa tied at 63%, followed by North America with 42% and Europe with 40%.