New research reveals that 70 per cent of young people under 30 are willing to pay extra to shop in the Welsh language.

Economist Dr Edward Jones of Bangor University led the study, which shows a great interest among youths to support businesses using Welsh.

Older demographics also show willingness, with 46 per cent of those over 50 eager to pay more for the privilege.

Dr Jones's data has been welcomed by supporters of the Welsh language.

Among them is Zoe Pritchard of Anglesey-based Lafan, a business consultancy promoting the Bwrlwm ARFOR campaign.

This scheme is to encourage businesses in four Welsh language stronghold counties - Gwynedd, Ynys Môn, Ceredigion and Carmarthenshire - to promote the economic resilience of the Welsh language

Ms Pritchard, the Bwrlwm ARFOR project manager, said: "The survey shows how the use of Welsh by businesses is not a case of paying lip service to an ideal but actually makes hard-headed commercial sense.

"Putting the Welsh language at the heart of your operation can help businesses thrive and provide careers for our young people so they don’t feel they have to move away."

Dr Jones, also a Welsh speaker, said: "The Welsh language can provide a competitive advantage to businesses with young people willing to pay more for a service or product in their mother tongue.

"There are so many businesses competing for customers so being different, even unique, is more important than ever.

"Developing a unique selling point (USP) is key and here in Wales, using and supporting the Welsh language can provide that USP for businesses."

The Pen Llŷn survey, according to Dr Jones, shows that the Welsh language plays an integral part in business as it attracts customers from far and wide.

Edward Morgan, group corporate social responsibility and training manager for leading Welsh food wholesalers, Castell Howell Foods said: "The Welsh language definitely helps us as a business - it reinforces our heritage and identity as a company and we realise that it is very important to those of our customers who use it as a first language."

Ms Pritchard added: "Welsh is a vibrant living language and that it can have real commercial benefits and relevance, particularly across the four counties.

"We want to create plenty of noise and a buzz around encouraging businesses large and small to use Welsh, focusing on those across the four counties which make good use of the language and use it with confidence and pride."

ARFOR Two is part of the Welsh Government Co-operation Agreement with Plaid Cymru and follows an earlier ARFOR programme initiated in 2019.

For more information about Bwrlwm ARFOR and what support is available for the use of Welsh in business, you can contact Lafan by emailing post@lafan.cymru