With the approach of major global events on climate change, such as Climate Week New York in September and COP30 in November, environmental and social responsibility emerges as a relevant factor in consumption habits. According to Adyen’s Retail Report 2025, the main payment technology provider for large companies in the country, 52% of Brazilian respondents would pay more for a product if they understood that the company had taken measures to reduce its environmental impact, and 21% wished that retailers were more transparent about their climate commitments.
Adyen’s research, conducted with more than 2,000 consumers and 500 companies in Brazil, also mapped the relevance of social responsibility for the respondents. According to the survey, 19% of consumers make monthly donations to social causes, higher than the global average of 15%. Among those who donate monthly, the most engaged generations are Baby Boomers (26%) and Millennials (20%). On the other hand, the percentage of Brazilians who have never made donations is 20%.
When surveying the types of donations in the last twelve months, the research mapped that 37% of respondents chose to financially support the initiatives of friends and family. Meanwhile, 28% prefer to round up the payment amount during the checkout process, contributing to ensure that this additional amount is passed on to different causes.
“Payment technology at checkout has been a great ally in the donation process, making the action simpler, accessible, and recurring, as the additional amount is charged using the same payment method used in the original transaction,” says Maria Isabel Noronha, Vice President of Customer Service at Adyen in Latin America. “This feature takes on even more significance when we see that 48% of consumers are more willing to donate if they can split the contribution into smaller amounts,” she adds.
Opportunities and challenges for companies
Despite the growing social awareness among consumers, only 26% of Brazilian companies allow customers to make donations through online purchases, while the percentage of companies enabling donations in physical stores drops to 22%.
Among the difficulties mentioned by 21% of Brazilian retailers who wish to offer this functionality is the lack of resources or knowledge necessary to collect donations from customers. At the same time, 24% of companies recognize the importance of meeting consumer expectations by investing in social impact causes as a strategy to increase revenue. Meanwhile, 23% anticipate revenue growth by seeking to accelerate the decarbonization of their businesses, also aiming to meet customer expectations.
