58% of Americans intent to purchase is positively impacted by information about a brand’s support of social causes , versus 47% by information regarding new product features
Nearly seven in 10 globally ( 69% ) say they would be prepared to pay more for eco-friendly products
2 nd Annual goodpurpose Global Consumer Study, 2009
When times are good, people are eco-conscience. When times are difficult, final decisions are made on bottom-line cost.
- Professor John Gourville, Harvard Business School
We do not think [environmental sustainability] is optional… we’re not sure how much of a premium consumers will pay for it, but consumers will punish ‘bad actors’.
- Mike White, PepsiCo
Light Green vs. Dark Green: The right mix for the right constituency OPERATIONAL REALITY CONSUMER PERCEPTION Credible - not easy - engagement about your brand Mirror, mirror : Am I sustainable? Green product + green brand halo = Ever-higher expectations Can technical excellence translate to consumer consideration?
Q: Is green a new minimum standard or a premium offer?
A: It depends.
Bright green brands can capture premium, but must work harder to maintain trust
Light green brands must operate responsibly, but benefits will largely be operational
Q: What is the role of NGO partnerships, today? A: Partnerships still provide technical expertise and social license fixes for business . Now the expectation is for business to fix society’s problem .
“ … Come together—government, NGOs and business—in new approach to solving big problems facing our country. … This can work.”
Lee Scott, Wal-mart
Lipton Tea consumers perceive ethical sourcing [Rainforest Alliance certification] to positively impact the quality of the tea, therefore they are willing to pay more.