The ROI on CSR
Companies are well aware of the expense of CSR, from people and programs to the donation of resources. But what about the ROI on that investment? What if 50% of customers were willing to pay more for goods and services from companies engaged in CSR? And what if 43% actually did? That’s not speculation, but the results of a new Nielsen survey that polled 29,000 online consumers in 58 countries. The numbers were up in every category since 2011, from a five-point rise in willingness to pay more to buy from socially responsible businesses to increases in that preference in 74% of the countries surveyed. Significantly, the most likely to spend more were respondents 30 and under—the consumers of the future. These results are surely finding their way into the business plans of innovative companies that bet on CSR to help deliver profits.
John Howell, Editorial Director