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More Filipinos buy socially responsible brands

Rappler.com

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More Filipinos are willing to pay for goods and services offered by companies that have implemented social programs in their target communities, a recent Nielsen survey shows

MANILA, Philippines — More Filipinos are willing to pay for goods and services offered by companies that have implemented social programs in their target communities, a recent Nielsen survey showed.

The Nielsen Global Survey on Corporate Social Responsibility (CSR) revealed that 7 out of 10 Filipino consumers today, or 71%, will spend more for goods and services offered by businesses known to engage in activities that “give back to society.” This is up from 68% a year ago.

“The positive view of Filipino consumers towards corporate social responsibility runs high,” said Stuart Jamieson, managing director of Nielsen Philippines.

Read: How CSR is evolving in the Philippines

To attract socially conscious consumers, Jamieson said companies should work on two key things:

  • Genuine CSR programs, as opposed to those that merely get talked about but not done
  • The alignment of those programs with the company’s vision, values and business objectives

Among Southeast Asian nations surveyed by Nielsen, the top 3 with consumers showing strong willingness are:

  • The Philippines (71%)
  • Thailand (68%)
  • Indonesia (66%)

Meanwhile, consumers who said they “had spent” on goods and services offered by CSR-driven companies are from:

  • Thailand (66%)
  • The Philippines (64%)
  • Indonesia (56%)

Jamieson urged companies to “re-access responsibility, work towards sustainable innovation and develop clear and strong messaging.” – Shadz Loresco, Rappler.com

 

 

 

 

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