Would you pay more to support positive social change?

Nielsen Research reports:

“More than half (55%) of global respondents in Nielsen’s corporate social responsibility survey say they are willing to pay extra for products and services from companies that are committed to positive social and environmental impact—an increase from 50 percent in 2012 and 45 percent in 2011. Regionally, respondents in Asia-Pacific (64%), Latin America (63%) and Middle East/Africa (63%) exceed the global average and have increased 9, 13 and 10 percentage points, respectively, since 2011.”

How does this relate to nonprofits?  Many nonprofits provides a service that competes with for-profit companies.  Senior housing is one example.  Would you prefer living in a senior housing community that is run by a nonprofit rather than owned by a for-profit corporation?

Nielsen Research shows that people are leaning toward putting their dollars to work, not only for their own benefit, but to benefit others as well.