Brazilians are willing to pay 5% to 20% more than usual for products and services that actually implement ESG actions – effectively proving them. When it comes to protecting Brazil’s environment, marked by the E (Eco-Environmental), the number of Brazilians who consider higher expenses acceptable reaches 59%, according to the ESG Impact Indicator in Retail, a study developed by IDV and conducted by Mosaiclab.
The ESG theme has become a beacon to attract consumers who are increasingly attentive, connected, impacted and, why not say, concerned about the needs of society and the planet. This is how Mari Soccodato, Head of Business at brand and experience consultancy Gad, defines the agenda.
The consultancy is responsible for the study that shows that more dominican republic whatsapp data than half of Brazilians are willing to pay more for products and services that make a difference in environmental, social and governance issues. This willingness, naturally, extends to different social classes and strata, covering the country as a whole.
Class C looks to the social
Returning to the study released by Gad, data collected by the consultancy in a demographic analysis detected some particularities of Class C. While many companies relate the total concept of ESG to sustainability, specific points, especially those linked to S (social), stand out in the eyes of Class C.
For this consumer profile, which in Brazil represents 30.3% of households in 2023, according to a survey by the economic data consultancy Tendências, important ESG investment actions are those related to employability, such as encouraging the payment of fair wages to employees, and actions that create more employment opportunities.
The theme of respect and dignity also gains relevance, such as actions that reinforce the importance of respecting customers, regardless of their profile or origin, as well as initiatives that encourage acceptance and respect in society regarding diversity of gender, race, age, sexual orientation, etc. Class C consumers also value actions that help the needy population access housing with dignity, which involves basic sanitation and electricity, for example.