Do you love an industry buzzword? Well, time to add “corpsumer” to your list judging by a new study out of the US.

A “corpsumer” is a consumer who’s just as concerned about a company’s morals and ethics as it is the stuff it makes and sells, according to the people who termed it, US public relations firm MWWPR.

According to MWWPR, more than a third of US consumers are brand activists – or “corpsumers” – and rage in age from 18-80. And what’s better, they’re happy to pay more for brands they believe in and they’re far more loyal to the brand too. Check out MWWPR’s recent “corpsumer” findings in the infographic below: