Upbeat No. 22.08.14 nn No. 2115 10.30.2008
Filipinos, world’s most socially-conscious consumers Filipino consumers are among the world’s most socially-conscious when it comes to purchasing goods and services by checking product packaging to gauge brands’ commitment, a Nielsen survey revealed. The survey found close to eight in 10 domestic consumers are more willing to pay extra for products and services that come from companies that are committed to making positive social and environmental impact, the highest globally.
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“We see the strongest propensity to buy socially and environmentally responsible brands from consumers in emerging markets such as the Philippines, Viet Nam, and Thailand where consumers face extreme levels of poverty and frequent encounters with natural and environmental disasters,” Nielsen Philippines Managing Director Stuart Jamieson said.
“Consumers are highly influenced and informed by packaging when it comes to recognizing socially and environmentally conscious brand... To help consumers in their purchasing decisions, brand owners need to clearly state their position on and commitment to such causes,� said Jamieson. Meanwhile, 82% of consumers across Southeast Asia are looking for brands to convey their stance on social and environmental causes on their product packaging. In the past six months, more than three quarters of Filipinos purchased at least one product or service because it was manufactured by a company committed to positive social and environmental impact, as did by Vietnamese (68%), Thais (66%), Indonesians (61%), Malaysians (49%) and Singaporeans (48%), compared to 52% of consumers globally. Before deciding to purchase a brand, 82% of Filipino consumers check product packaging to ensure the brand is committed to positive social and environmental impact followed by Vietnamese (73%), Thais (69%), Indonesians (63%), Malaysians (56%), and Singaporeans (48%), compared to 52% globally. The Nielsen global survey of corporate social responsibility polled 30,000 consumers in 60 countries to understand how passionate consumers are about sustainable practices when it comes to purchase considerations, which consumer segments are most supportive of ecological or other socially responsible efforts and which social issues or causes are attracting the most concern.n