Merchants and retailers should look no further than to a recent Nielsen survey of 28,000 internet users when trying to figure out how they should spread the word about their brand. According to the Global Corporate Citizenship Survey, 63% of the global, socially conscious respondents are under the age of 40 and consult with the social media of their choice when deciding on what items to purchase.

The Nielsen survey also found that 46% of global consumers are willing to pay extra for products and services from companies that have implemented programs that give back to society. “It’s clear that corporate responsibility efforts resonate with a specific group of consumers,” said Nic Covey, vice president of Nielsen’s global corporate social responsibility program, in a press release.