James Goodman, Director of Futures, Forum for the Future
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James Goodman, Director of Futures, Forum for the Future provides latest insights into customer reactions to brands' sustainability promises
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James Goodman, Director of Futures, Forum for the Future
- 2. Searching for new meaning
- 4. Sustainable packaging can drive brand preference
- 5. 73% 'I would feel better about the drinks/beverage company if they supported recycling'
- 6. 71% 'I would feel better about the drinks/beverage company if their packaging was made of recycled material'
- 7. 62% 'I would feel negatively towards a company that didn’t use the most environmentally friendly packaging available when it could do'
- 8. Sustainable packaging can drive behaviour change
- 9. 68% 'If taste and price were the same, I would consider switching to another drinks/beverage brand that had a better environmental impact'
- 10. 74%of consumers see recycling as a shared responsibility between themselves, brands and government
- 11. Sustainable packaging can drive future brand resilience
- 14. Priming the survey respondents… The world’s resources are extremely limited, and with a growing population and increasing consumption, these are rapidly running out. (UK) It’s not just a problem of how much we consume, but how much we waste. Each year, 117 million tons of waste is generated each year in England alone. Enough waste is produced in the UK every 2 hours to fill the whole Albert Hall. (USA) It’s not just a problem of how much we consume, but how much we waste. In the US, 251 million tons of trash is generated each year, 164 million tons of which ended up in landfill. (PL) It’s not just a problem of how much we consume, but how much we waste. Each year, 125 million tons of municipal waste are generated in Poland, equivalent to 320 kg of waste per person.
- 15. Companies should make it easier for me to help the environment +7%
- 16. If taste and price were the same, I would consider switching to another brand that had better environmental impact +10%
- 17. I would consider buying a different product if it was more environmentally friendly +13%
- 18. Searching for new meaning
Editor's Notes
- Overall message: it benefits brands to get consumers involved in sustainability Brands are stories about our identity, and if we believe those stories we buy. They can tell a story about a sustainable future and build momentum and excitement around that notion.
- Where material loops pass through a consumer phase, brands have some responsibility to get the consumer to participate. This is also an opportunity for brands. How can biz extend their brands so that the period of engagement with the consumer is longer, goes beyond use-phase and into post-use? How can we lead consumers to value the brand enough to find it weird to throw it into the bin. An ongoing, in fact, circular, relationship with the brand.
- I am going to share some data from some research we did with Novelis and Madano Partnership earlier this year. 3000 people in US, UK and Poland, 'regular can purchasers' so a bias to younger men.
- http://www.greenpeace.org/international/en/news/Blogs/makingwaves/save-the-arctic/blog/49773/ Rapid NGO campaigns targeting brands increasing
- Confluence of megatrends raising awareness of sustainability
- Brands beware!