The phrase "growing willingness" means that more and more people are becoming open and eager to do something or support a particular idea or action. Full definition
The slowly growing willingness to buy US Goods and services. (alephblog.com)
Traditional retailers are facing increasing disruption from online - only rivals who sell everything from beds to food and investors are keen to tap into the growing willingness of consumers to shop for almost anything online. (businessinsider.com)
More broadly, they reflect a growing willingness among private - sector businesses to take the lead in tackling what have traditionally been public - sector issues, like economic development and training. (fortune.com)