Research

The Consumer who Cares Research

Nearly 2.4 million New Zealanders think more highly of companies that support charities or worthy causes. They are part of a growing global trend that is seeing consumers taking an increasing interest in how companies are behaving socially, environmentally and culturally.

'Consumers who Care' form an attractive and challenging marketing proposition as they are bound together by a common behaviour; they will actively support companies that are making a positive difference in society.

'Consumer who Cares' research has created a benchmark for planning and executing communications around a business’ socially and environmentally responsible products and support for charities and worthy causes; their sustainability or Corporate Social Responsibility (CSR) strategy.

Advertisers can link the consumers or potential consumers of their products and services with their views on support for sustainability and in what we believe is a world first that can then be linked to the industry currency for planning and buying Print and TV.

The 'Consumer who Cares' is collected as part of the Nielsen Company’s Panorama service and can be accessed either through customised profiles or ongoing databases.

The Sustainability Priorities Monitor (SPM) Research

The SPM is conducted to gain an understanding of how consumers view the priorities for investment of time and resources across the four sustainability pillars of social, environmental, economic and cultural. It measures these across both a five year and twenty year time frame.

The idea behind this is to be able to add to the Consumer Who Cares research a sense of the types of messages that would 'engage' people to support companies that are working on social and environmental investment programmes in particular.

As a regular monitor, the SPM has started to identify some shifts in thinking amongst the population in terms of their views on sustainability.

For more information on this research please contact Nick Jones