Signal 60-62% will pay more for quality and 52-56% for a trusted brand

Summary

Capgemini finds that willingness to pay more for quality remains strong. Between 60 and 62 percent of consumers would pay a higher price for better quality. Between 52 and 56 percent would pay more for brands they trust. Sustainability credentials such as eco-packaging and ethical sourcing are considered important by 58 to 60 percent in everyday categories. The report reads these results as proof that emotional and ethical factors now sit at the centre of how value is perceived, alongside product quality and durability.