2012 member benchmark study results
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This document provides an executive summary of the results of a 2012 member benchmark study on sustainable innovation. It summarizes responses from over 15 major companies on their commitments and approaches to incorporating sustainability into corporate and product innovation strategies. Key findings include that over 70% have a formal corporate commitment to sustainability, while over 80% have product-level commitments. Drivers of these commitments include risk mitigation, consumer demand, and cost savings. Members are also measuring impacts of external and internal communications and using various external and proprietary research to understand consumer trends regarding sustainability.
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2012 member benchmark study results
- 1. 2012 MEMBER BENCHMARK STUDY 12/12/2012 Executive Summary
- 2. We Asked… How is environmental or social impact playing a role at the corporate level, and at the product level in driving innovation for you? How are you communicating about and measuring results of your sustainable innovation and what is the result? How are you collecting consumer insight and is it enough? Are you actively working to shift consumer demand/behavior, and if so, how?
- 3. Member Survey Responses to Date Unilever Green Mountain Coffee Molson Coors Sprint Wilsonart UPS MOM Brands Kendall-Jackson Dell eBay Target Williams-Sonoma Nestle Purina Philips Consumer Lifestyle Mars Caesars Entertainment Coca-Cola 3M Johnson & Johnson
- 4. Do You Currently Have a Formal Commitment at the Corporate Level to Include Sustainability as a Innovation Design Criteria? 28% 72%
- 5. What is Driving That Corporate Commitment to Sustainability 46% 31% 31% 77% 15% 31% 46% 54%
- 6. Do You Have a Formal Commitment at the Product/Service Level to Include Sustainability as Part of Your Innovation Design Criteria? 83% 17%
- 7. How Pervasive is Sustainability Driven Product/Service Level Innovation? The example I cited related to an outlying product level brand 27% Some other brands at our company have, or are now looking at sustainability Many other brands at our 64% company have. or are now 9% looking at sustainability Most other brands at our company have, or are now looking at sustainability
- 8. What is Driving Product/Service Level Drivers 46% 54% 69% 39% 31% 31% 8%
- 9. Measurable Impacts of External Corporate Communication 36% 64% 27% 46% 9%
- 10. Measurable Impacts of Internal Corporate Communication 100% 44% 0% 0% 0% 0%
- 11. Measurable Impacts of External Product/Service Level Communication %: 79, 7, 14 %: 39, 0, 61 %: 42, 17, 42 %: 46, 0, 54 %: 69, 0, 31 %: 50, 8, 42
- 12. Measurable Impacts of Internal Product/Level Communication 71% 79% 0% 14% 21% 50% 0%
- 13. Are you measuring response to external communications, and if so, are you willing to share details of how you are measuring results and/or specific results with other members? Yes, may be willing to share Yes, not able to share Yes, willing to share No
- 14. What External Research Do You Currently Use to Understand Emerging Trends in Consumer Sentiment Related to Sustainability? 11% 56% 22% 22% 22% 44% 0% 22% 22%
- 15. Do You Do Proprietary Research on Customer Attitudes 47% 53%
- 16. Do You Have All Necessary Insight? 80% 20%
- 17. Are You Currently Fielding Any Behavior Change Initatives 60% 40%
- 18. Targeted Behavior Changes 64% 0% 46% 55% 18% 73% 46% 0% 0% 18% 64%
- 19. Are You Willing to Share Methodologies or Findings From Your Customer Research on Customer Attitudes/Behavior?
- 20. Are You Willing to Serve as a Resource For Other Members Who Are Looking to Establish a Sustainable Innovation Strategy?
- 21. To Discuss Results in Further Detail, or to Recommend Additions to Future Member Studies, please contact Patrick McCartan at patrick@sustainablelifemedia.com
Editor's Notes
- Hello to Brazil
- Do you have a formal commitment at the CORPORATE level to include environmental or social impact assessment/improvement as part of the design criteria for innovation efforts?
- CORPORATE level commitment driven mostly by executive order/leadership, while shareholder demand is generally NOT seen to be a driver
- Formal commitment at the PRODUCT/SERVICE level to include environmental or social impact assessment/improvement as part of the design criteria for innovation efforts?
- Importantly, innovation on the PRODUCT/SERVICE level is no longer an total outlier; however, at most companies, innovation for sustainability has not yet penetrated the majority of brands/products/services
- On the PRODUCT/SERVICE level, the sustainability and brand teams are the most common drivers, though the landscape of drivers gives mixed signals
- CORPORATE level commitment is being communicated both externally and internally, with clear, measurable and positive results. Only one outlying member brand has yet to document positive impacts from external communication…
- …while everyone is finding value in internal communications
- External communication generally garners favorable reactions from customers and the media, while investors, suppliers and channel are largely non-responsive (that was actively indicated by survey respondents)
- Innovation on the PRODUCT/SERVICE level is thoroughly communicated both internally and externally, with some interesting results. Internal communication generates buzz, exec support and pride, but not necessarily energy for experimentation in other brands/products
- This question pointed to the need to encourage/enable better metrics, and also tees up an important discussion about when/where/how it is good business to share insight with other members
- Only half (53%) are currently fielding any custom research designed to help understand their customers' views about sustainability as a driver of purchasing preference
- The vast majority (80%) don’t feel their company currently has all the insight it needs to pursue its sustainable innovation strategy
- Only 40% are currently fielding any research or initiative(s) related to influencing behavior change within their customer base
- Areas of behavior change being targeted by members is interesting. Reducing food waste gets as much attention as water and energy conservation. No member companies seem to be encouraging collaborative, consumption or seeking to de-value designed obsolescence at this point and only a couple of companies are focusing on encouraging service or experience-based business models vs. product purchasing.