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CORPORATE SOCIAL RESPONSIBILITY Give back, gain ended up paying more – potentially said they would do so. Meanwhile in Consumers are seeing through the Philippines, Thailand and Indonesia, indicating “markets that are uniquely consumer favour ripe for cause-marketing programmes,” more than two-thirds of respondents said greenwashing according to Nic Covey, Vice President of they’d pay extra. In India, three-quarters of respondents agreed that they would do Corporate Social Responsibility at Nielsen. In Slovakia, for example, 50% of respondents said they would be willing to so,” said the researchers. The question is, what makes a Today’s consumer HE RECENT NIELSEN RESEARCH in 74% of the countries measured by spend more, but just 22% said they had consumer in India nearly three times more A study released by the European is increasingly study entitled ‘Global Survey on Nielsen in the latest survey. actually done so. Similar spreads existed likely to favour a sustainably focused Commission earlier this year showed Critically, these intentions are focused on issues T Corporate Social Responsibility’ increasingly being acted on, with 43% in Bulgaria (53% willing, but 31% who company than, say, a consumer in that 41% of citizens in European Union Belgium or Estonia? member countries felt that the overall had), Peru (62% willing, but 42% who indicates that there is an increasingly of sustainability in noticeable convergence of companies of global respondents claiming to have had) and Hong Kong (52% willing, but influence of companies on society business. They’ll pay and consumers with shared values. spent more on products and services 32% who had). Sustainable fundamentals was negative, more than citizens in a premium for ethical It’s perhaps true to say that they are from companies that have implemented Youth behind the wheel It might well be because of entrenched other major economies.” South Africa has also seen a profound goods and services, ‘finding’ one another and creating programmes to give back to society. While the increase in awareness and corporate social responsibility (CSR) uptake of sustainable business practices. a strong bond that businesses should expectations in emerging markets, said The research showed that consumers but they won’t have work hard to foster. in the Asia-Pacific region were most intent was evident across all age groups the researchers. “In fact, expectations These have been entrenched in the the wool pulled It’s potentially a lucrative association, likely to have spent more on products and genders, respondents younger than in India are so great that a bill working country’s King III code on corporate over their eyes by too. Fifty percent of global consumers and services from socially responsible 30 were most likely to say they would its way through Parliament contains a governance, the Companies Act and the greenwashers and surveyed were willing to pay more companies (Thailand 66%; the Philippines spend more for goods and services clause mandating CSR investments from JSE’s Socially Responsible Investment certain companies. Index; they also find increasing expression from companies that give back, said 64%; Indonesia 56%). for goods and services obtained from pretenders. companies with socially responsible But, while several markets indicated a the research. Among consumers aged Conversely, a broader cynicism toward in the actions of companies, government business practices – an increase from high willingness to pay more for products between 40 and 44, 50% agreed they business seems to prevail in Europe. and academia. 45% in 2011. This willingness to spend and services from companies that give would pay more; a rise from 38% in 2011. more with ethical companies increased back to society, fewer consumers actually “While cause-marketing programmes seem to resonate most strongly among MARKETING TO SOCIALLY younger respondents, the rapid change in sentiment among middle-aged consumers CONSCIOUS CONSUMERS expands the cause opportunity for brands,” said Covey. “Today, brands can The 2013 Nielsen Research ‘Global social impact; but which ones, how confidently focus purpose messaging on Survey on Corporate Social much and how to appeal to them,” both younger and older consumers.” Responsibility’ insights tell us that, said Nielsen’s Nic Covey. globally, consumers are becoming From a marketing perspective, Emerging market more socially aware; and no more the answer wasn’t necessarily consciousness so than in emerging markets. So, a traditional cause marketing Nielsen found that companies looking how should marketers be engaging campaign, Covey noted. Rather, to attract consumers with a social with this increasingly vocal and “general responsibility, sustainable conscience would have an easier time lucrative segment? innovation and purpose messaging finding these ethical consumers in In Africa, the study found that might also engage these consumers. emerging markets such as India and the 65% of Egyptians were willing No matter the approach, savvy Philippines – rather than in the likes of the to spend more on products from brands are figuring out how to hit United States, Switzerland, the United socially responsible companies, this nerve.” Kingdom, Russia, Japan, France or the while South Africans stood at 55%. It was essential, noted the Netherlands. Of the other BRICS nations, researchers, that companies The survey, which gathered insights China was down from 64% to 59%, examine the rates of social- from Internet respondents across 58 India stood at 75% (from 56% in consciousness in their markets 2011), Russia was static at 29% and segments and determine the PHOTOS: GETTY/GALLO IMAGES thinking between developed world and previously. With the exception consumer base. “Next, determine countries in February and March 2013, and Brazil was up to 56% from 46% importance of sustainability to their revealed some stark differences in whether traditional modes of of China, most countries showed developing world consumers. “Broadly cause marketing or ‘transactional a rise in consumer awareness of speaking, European respondents were philanthropy’ can and should be sustainable business practices. less likely to pay more for goods and authentically executed by your “Today, the question is not services from companies that give back whether consumers care about brand,” Nielsen said. – just 36% of consumers in the region 54 strategicmarketingafrica First quarter 2014 First quarter 2014 strategicmarketingafrica 55