MANILA, AUGUST 7,2013- Nielsen’s latest survey of Filipino consumers revealed that 71% of them are willing to pay more for goods and services from companies that have implemented programs that are giving back to society.
Nielsen, the leading global provider of information and insights into what consumers watch and buy said that there was an increase of three points (68%) from 2011. The latest findings in the Nielsen Global on Corporate Responsibility surveyed 58 countries with 29,000 Internet respondents. Seventy-five percent of consumers from India showed the strongest willingness to spend more for goods and services from socially-responsible companies. Neighboring countries in Southeast Asia, such as Thailand with 68% and Indonesia with 66% indicated strong willingness as well.
Stuart Jamieson, managing director of Nielsen Philippines said that the Filipino consumersÅ optimism towards corporate social responsibility is higher. He also said that authenticity is the key to get more support of consumers.
"Companies should ensure that their social impact programs remain true to the company’s vision, values and business objectives. Companies can do more to connect with consumers through social projects. To have a stronger engagement with consumers, companies should re-access responsibility, work towards sustainable innovation and develop clear and strong messaging,"Jamieson recommended.
The Nielsen Global Survey was conducted from February 18 to March 8, 2013 and polled throughout Asia-Pacific, Europe, Latin America, the Middle East, Africa and North America. It was based on the respondents’ behaviour that was accessed through online because internet access varies by country.
