73% of consumers are willing to pay more for sustainable products
Here's a stat that'll make you rethink how you're doing business.
What this actually means for you
The real story here
Nielsen's sustainability research demonstrates that 73% of consumers are willing to pay more for sustainable products, representing a significant shift in consumer values and purchasing behavior. This finding is based on Nielsen's global consumer research involving extensive surveys across multiple markets and demographics. The research methodology includes comprehensive analysis of consumer attitudes toward sustainability and their willingness to adjust purchasing behavior based on environmental considerations.
This isn't just one stat—it's part of a bigger picture
That 73% we just talked about? It's not alone. Other smart people have been digging into this too, and guess what they found...
And it gets better: The Sprout Social Consumer Index reveals that 64% of consumers expect brands to take a stand on social issues, reflecting the growing expectation for corporate social responsibility and brand activism. This research is based on comprehensive consumer surveys examining brand-consumer relationships and social expectations. The methodology involves large-scale consumer studies across multiple demographics, providing credible insights into modern consumer values and brand expectations.
Here's another piece of the puzzle: Kantar's Purpose 2020 study demonstrates that purpose-driven brands grow 2x faster than traditional brands, providing credible evidence of purpose's business impact. This research analyzed brand performance data across multiple industries and markets, examining the relationship between brand purpose and business growth metrics. The study methodology involved comprehensive analysis of brand performance data and consumer engagement patterns, establishing clear correlations between purpose-driven strategies and accelerated growth.
Want more proof? Check this out: The 2025 Edelman Trust Barometer reveals that 73% of consumers say their trust in a brand would increase if it authentically reflected today's culture. This finding represents growing consumer expectations for brands to demonstrate cultural awareness and authenticity in their communications and actions. The research methodology involved extensive consumer surveys across multiple demographics and geographic regions, providing credible insights into modern consumer values and brand expectations.
Here's the big picture: All these stats are telling the same story from different angles. Put them together and you've got a roadmap for what actually works (and what doesn't).
What this means for your brand
Why you should care
Ignore this at your own risk. Smart brands use insights like this to get ahead (and stay there).
Get this right and you're golden. Get it wrong and... well, let's not go there. The good news? Now you know what to focus on.
Make a choice
Get on board or get left behind
Act on this and watch good things happen: more engagement, better conversions, customers who actually stick around. Ignore it? Your competitors won't.
Making it happen
Knowing is half the battle. The other half? Actually doing something about it. Smart brands turn insights like this into action plans that work.
Fair warning: this isn't a one-person job. You'll need your whole team on board—from the folks designing your stuff to the ones talking to customers.
Here's how we can help
We've got the tools and know-how to turn this stat into your competitive advantage. (Yes, really.)
Brand Strategy
Figure out what makes you different and why people should care. (Spoiler: You're more interesting than you think.)
- Finding your sweet spot
- Getting to know your people
- Checking out the competition
- Saying it right
Community Building
Turn customers into fans, and fans into family. (The kind that actually likes each other.)
- Belonging blueprints
- Connection catalysts
- Champion cultivation
- Gathering greatness
Ready to put this insight to work?
Let's chat about how to use what you just learned to make your brand impossible to ignore.
Let's talk