When asked if they care about pressing social and environmental issues, the vast majority of people in any country would say they do care. However, we know all too well that stated consumer values and opinions do not always correspond to meaningful actions. Has that attitude-behavior gap been changing over the last few years, and how? What evolution, if any, are top-notch researchers detecting around actual willingness to pay in support of sustainability values when the time comes to make buying decisions? The latest Nielsen data provides compelling answers and explores multiple specific purchase drivers that are proving most effective at the moment. This session will present the data in question, look at variability across geographies, explain where important changes and correlations are most pronounced, and put it all in the context of multi-year trends.