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Consumers Across categories, consumers’ familiarity with an attribute strongly correlated with their willingness to pay more for it. Products that had a sustainability claim on-pack accounted for 16.6% of the market in 2018, up from 14.3% in 2013, and delivered nearly $114 … Prioritizing sustainability in This shows that sustainability has been on consumers’ minds for quite some time, and it’s only going to become a more important issue as time goes on. In its 2015 Nielsen Global Corporate Sustainability Report, Nielson found that "66% of global consumers say they're willing to pay more for sustainable brands--up 55% from 2014." Globally, 55% of consumers said they would spend more money to support companies with a positive commitment to social and environmental change. Consumer Goods Brands That Demonstrate Commitment To Sustainability Outperform Those That Don't. A 2015 global online survey by Nielsen reflected Brabeck-Letmathe’s comments, with research showing that 66 percent of the 30,000-plus respondents said … Consumers are willing to pay more if they know the reasons The poll surveyed 30,000 internet users in 60 countries to find out how passionate consumers are about sustainable practices when it comes to what they buy. consumers The poll surveyed 30,000 internet users in 60 countries to find out how passionate consumers are about sustainable practices when it comes to what they buy.