Доклад Е. Эдельштейн

Socially-Conscious Consumer

Ekaterina Edelstein,

RMS Client Service & Sales Director, Nielsen Russia

June 2012

Copyright © 2012 The Nielsen Company. Confidential and proprietary.

Global Socially-Conscious Consumer

2

Socially Conscious Consumer

Male

56%

Female

44%

46% Willing to Spend More

63% Under 40



3

Reaching the Global Consumer

Trust recommendations from people they know

Look for opinions and information posted by other consumers online

When it comes to brands and advertising, global, socially-conscious consumers …

Socially-conscious consumers are more likely than other survey respondents to use social media to help make purchase decisions

(59% vs. 46% of all respondents)

95%

76%



4

Globally consumers care about environment, Science and Job security

� Ensure environmental sustainability

� Improve Science, Technology,

Engineering and Math training and education

� Create well-compensated jobs

� Eradicate extreme poverty and hunger

� Support small business and entrepreneurship

� Protect animals

66 %

56 %

55 %

53 %

50 %

45 %

“Knowing what causes are most important to the socially-conscious consumer may help brands prioritize their social

investments,” said Nic Covey, vice president of Nielsen Cares, Nielsen’s global corporate social responsibility program



5

In Russia environment, job security and child mortality are top priority

71 %

66 %

65 %

64 %

59 %

� Ensure environmental sustainability

� Create well-compensated jobs

� Reduce child mortality

� Improve maternal health

� Eradicate extreme poverty and hunger



6

Environment: top Concern around the Globe

84%

83%

82%

67%

65%

58%

38%

82%

71%

81%

Portugal

Sweden

Chile

Switzerland

Vietnam

Russia

France

India

United Kingdom

South Africa

77%over

40

Women are more concerned with Environment

safety The highest importance in Latin America

(76%), and the lowest is in Middle East, Africa

and Pakistan (51%).

Asia Pacific (66%) is close to Europe (68%), but

higher than in North America (57%).

Female

67%

Male

65%



7

Science, Technology, Engineering and education

66% 65% 63%54%

44% 43% 40%32%

70%

51%

Portugal

Vietn

am

Chile

India

Unite

d Kin

gdom

Russia

Saudi Ara

biaSw

eden

France

Switz

erland

Latin America rates the highest (63%)

and the lowest in Europe (49%).

61%over

40

Male57%

Female53%



8

Create well-compensated jobs

86% 83%

56%

40%32%

21%

66%75%

60%

88%

Croatia

Philippin

esVenezu

elaSw

itzerla

nd

Russia

India

Unite

d Kin

gdom

Sweden

Denm

ark

Finla

nd

The highest interest this cause finds in Croatia (88%),

meanwhile the lowest one is in Finland (21%)

In Russia this cause is important for 66% of respondents

The highest concentration

in Latin America (74%)

and the lowest in Asia Pacific (47%).

64%over

40

Female

67%

Male

65%Female

58%

Male

53%



9

Eradicate extreme poverty and hunger

76%

74%

66%

51%

46%

39%

35%

59%

56%

70%

Egypt

Philippines

Portugal

Chili

Russia

Finland

India

United Kingdom

Czech Republic

Japan

Female

54%

Male

52%

64%over

40

Europe

Middle East

North AmericaLatin America

Asia Pacific

64%

57%

63% 46%

50%



10

Support small business and entrepreneurship

66%

59%54% 53%

44%

Latin America

Asia Pacific

Middle EastEurope

North America

73% 70%

58% 55%

43% 42%37%

50%53%

78%

Venezuela

Portuga

lPhili

ppines

Unite

d Kig

dom

India

Russ

iaSw

eden

France

Switz

erland

Japan

Female

54%

Male

52%

62%over

40



11

Animal Protection

60% 58%54%

38%

26% 23%

56%

41%

51%

68%

South

Afr

ica

Gre

ece

Brazil

Sweden

Portuga

l

India

Russia

Unite

d Kin

gdom

France

South

Kore

a

Latin America

North America

Asia Pacific

Europe

Middle East 35%

42%

44%

50%

55%

50%over

40

Female

49%

Male

42%

Доклад Е. Эдельштейн

Business