Impact ROI led an ESG (environmental, social, and governance) customer segmentation survey for a Fortune 500 company. The objective was to identify the customer segments who will be most influenced by ESG in their purchasing decisions and the price they are willing to pay for our client’s products and services.

Impact ROI surveyed over 3000 current and potential customers. High-level findings include:

• The identification of five, distinct customer segments with specific attitudes and purchasing behaviors related to ESG
• Nearly half of our client’s potential customers are heavily influenced by ESG in their purchasing decisions. Nearly 30% are willing to pay at least 7% more than average for the products and services provided by firms they judge to be leading corporate citizens in our client’s industry
• The individuals that are most influenced by ESG tend to be ideal customers: they are highly interested in purchasing the industry’s products and services; they are wealthier than average; they are better educated; they are more urban; and they are more diverse.

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