In a world of choice, the reasons we purchase one product over another can be driven by a multitude of factors. As concerns about the environment and corporate sustainability continue to build momentum around the world, understanding the connection between sentiment and purchasing actions has never been more important. To gain better insight, Nielsen polled 30,000 consumers in 60 countries across the globe. Grace Farraj, SVP, Public Development & Sustainability, Nielsen said,
The hierarchy among drivers of consumer loyalty and brand performance is changing. Commitment to social and environmental responsibility is surpassing some of the more traditional influences for many consumers. Brands that fail to take this into account will likely fall behind.
Key Insights:
- In the past year alone, sales of consumer goods from brands with a demonstrated commitment to sustainability have grown more than 4% globally, while those without grew less than 1%.
- Sixty-six percent of consumers say they are willing to pay more for sustainable brands—up from 55% in 2014 and 50% in 2013.
