Breeding Benevolence

Implications - Today's younger consumers are more socially conscious, whether they're concerned about the environment or the clean water crisis in developing economies. According to a 2012 report from Nielsen, almost half of the under-40 consumers surveyed indicated a willingness to pay more for products and services from companies associated with a social cause. It follows, then, that today's parents are more willing to purchase conscious children's products and services, from newborn clothing and baby rattles to green toys, thereby introducing and spreading the message of socially responsible living to their children.