Produced in partnership between the NSPCC and Baringa, Child Safety Online: Good for business opportunity is a comprehensive report grounded in new behavioural insights and consumer data. It reveals how safety features influence purchasing decisions, drive brand preference and foster long-term loyalty. The findings show clear alignment between digital safety, ESG priorities and commercial growth.
For businesses operating in competitive digital markets, this is a clear opportunity to differentiate. By leading on child safety, organisations can strengthen customer relationships, reduce reputational risk and build more resilient, future-ready brands.
Why this matters:
• It’s human: 1 in 3 internet users globally is a child. Prioritising their safety and a healthy relationship with the digital world is a responsibility we all share.
• It’s good for business: The distinctiveness in this research is that it evidences how online safety is high on the agendas of consumers, employees and investors. For example, our research shows that:
o 71% of adults say companies that prioritise child safety are more trustworthy.
o 63% of adults are willing to pay more for products with strong child safety features.
o 87% of adults believe child safety is a competitive advantage.
o 11 out of 12 investors in online platforms said that online harms are a factor in their investment decisions.
Baringa also introduces a pioneering new Child Safety Online Commercial Value Model that provides a practical framework and actionable blueprint for companies to understand and take advantage of their opportunities in this important area.
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