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Consumer Attitudes as a Driver of Purposeful Business

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This session will unveil a compilation of new research data that helps explain why purpose will keep trending as a key business driver in the foreseeable future. Representing a new research partnership that Sustainable Brands has established with GlobeScan and SustainAbility, speakers will share research insights on the current landscape of consumer attitudes and behavior around purpose, prevailing perceptions of key influencers and leaders in the space, as well as notable achievement and gaps in sustainability actions by leading players among the private sector, NGOs and governments.

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Consumer Attitudes as a Driver of Purposeful Business

  1. 1. Consumer Attitudes as a Driver of Purposeful Business CarolineHolme @CarolineEHolme Director GlobeScan Rob Cameron @rob_cameron_ Executive Director SustainAbility
  2. 2. Agenda 1. Consumer perceptions on purpose 2. Stakeholder views on leadership
  3. 3. Public on Purpose Insights from global consumer research September 2016
  4. 4. Why are we talking about purpose?
  5. 5. 4 “Life's most persistent and urgent question is: ‘What are you doing for others?’
  6. 6. 5 A persistent, almost pernicious, low level of trust in global companies Q. Please tell me how much you trust each of the following institutions to operate in the best interest of our society. Would you say you have a lot of trust, some trust, not much trust, or no trust at all in…?
  7. 7. 6 Growing support for regulations on business
  8. 8. 7 A call for corporate torchbearers Torchbearer: A person who leads or inspires others in working towards a valued goal
  9. 9. 8 What does the public think about purpose?
  10. 10. 9 Survey Methodology • Representative samples of approximately 1,000 adults per country in each of 25 countries • Some urban-only surveying in certain developing countries • Face-to-face and telephone interviewing between December 2015 and May 2016
  11. 11. Insight 1: A strong market for purpose
  12. 12. 11 Two thirds of consumers value purpose 65% of CONSUMERS globally try to support brands that are purposeful 74% of CONSUMERS in Europe try to support brands that are purposeful
  13. 13. 12 “To be truly successful, companies need to have a corporate mission that is bigger than making a profit.” Marc Benioff, Salesforce
  14. 14. Insight 2: Purpose Drives Trust
  15. 15. 14 What drives trust? • Creating jobs • Providing high qualityproducts at a fair price • Being environmentallyfriendly • Treating employees well • Supporting charities and good causes • Being open and honest • Being innovative • Having a corporate purpose
  16. 16. 15 Purpose drives trust
  17. 17. 16 “If the people who work for a business are proud of the business they work for, they’ll work that much harder, and therefore, I think turning your business into a real force for good is good business sense as well.” Richard Branson, Virgin
  18. 18. Insight 3: Opportunities for leadership
  19. 19. 18 Top 5 purposeful brands *No company receives more than 6% mentions in any region
  20. 20. 19 But a majority of people are unable to name a company that has strong purpose of people in Europe are UNABLE to name a company with a strong purpose 64% of people globally are UNABLE to name a company with a strong purpose 55%
  21. 21. 20 1. Strong business case for purpose 2. Purpose more effective for consumer engagement than CSR 3. Promising but early, fragile days
  22. 22. Where are the ‘torchbearers’?
  23. 23. The 2016 Sustainability Leaders A GlobeScan | SustainAbility Survey In partnership with Sustainable Brands
  24. 24. 23The GlobeScan - SustainAbility Survey | The 2016 Sustainability Leaders in partnership with Sustainable Brands WhoDidWeAsk? 907 qualified sustainability experts completed the online questionnaire from March 23rd to April 21st, 2016.
  25. 25. Perceived Leadership 1992-Present
  26. 26. 25The GlobeScan - SustainAbility Survey | The 2016 Sustainability Leaders in partnership with Sustainable Brands Non-State Actors Dominate Rankings ofPast Performance “Good performance” (4+5) 57 47 43 41 34 36 22 20 18 15 6 0 10 20 30 40 50 60 2016 NGOs Social entrepreneurs Research & academic orgs Citizen-led mass movements Multi-sectoral partnerships The United Nations City / local governments Private sector Multi-lateral organizations Financial institutions National governments Question How would you rate the performance of each of the following types of organizations in terms of its contribution to progress on sustainable development since the 1992 Earth Summit in Rio?
  27. 27. 26The GlobeScan - SustainAbility Survey | The 2016 Sustainability Leaders in partnership with Sustainable Brands AndExpectations ofGovernment and the Private SectorAre NowEqual % of Experts, First Choice + Second Choice 7 7 8 9 12 14 16 21 31 34 34 0 5 10 15 20 25 30 35 Question In your opinion, who should lead the sustainable development agenda over the next twenty years? National governments Private sector Multi-sectoral partnerships The United Nations City / local governments Citizen-led mass movements NGOs Social entrepreneurs Multi-lateral organizations Financial institutions Research & academic orgs
  28. 28. 27The GlobeScan - SustainAbility Survey | The 2016 Sustainability Leaders in partnership with Sustainable Brands Expectations forFuture Leadership Target Government andBusiness % of Total Mentions, Prompted 34 34 31 21 16 14 12 9 8 7 7 37 30 25 21 15 16 11 7 8 8 7 44 29 26 21 14 18 9 8 9 8 5 0 5 10 15 20 25 30 35 40 45 2016 2015 2012 National governments Private sector Multi-sectoral partnerships The United Nations City / local governments Citizen-led mass movements NGOs Social entrepreneurs Multi-lateral organizations Financial institutions Research & academic orgs Question In your opinion, who should lead the sustainable development agenda over the next twenty years?
  29. 29. 28The GlobeScan - SustainAbility Survey | The 2016 Sustainability Leaders in partnership with Sustainable Brands AnExpectations-Performance GapPersists All Respondents Leading Institutions | 3.92.2 Shouldbeleading(mentions) National governments Partnerships & collaborations Municipal governments MLOs UN Mass social change movements Social entrepreneurs Research & academia Financial institutions NGOs Should Not Lead | Low Performance Should Not Lead | High Performance Should Lead | Low Performance Should Lead | High Performance Private sector Question How would you rate the performance of each of the following types of organizations in terms of its contribution to progress on sustainable development since the 1992 Earth Summit in Rio? Question Question: In your opinion, who should lead the sustainable development agenda over the next 20 years?
  30. 30. Today’s CorporateLeaders
  31. 31. 30The GlobeScan - SustainAbility Survey | The 2016 Sustainability Leaders in partnership with Sustainable Brands UnileverRemainsinthe Lead % of Experts 3 3 3 3 3 6 6 6 6 10 10 17 43 0 10 20 30 40 50 60 70 Unilever Patagonia Interface IKEA Tesla Nestlé Natura Marks & Spencer General Electric Google Coca-Cola BASF Nike 5 6 2 5 Question What specific companies do you think are leaders in integrating sustainability into their business strategy?
  32. 32. 31The GlobeScan - SustainAbility Survey | The 2016 Sustainability Leaders in partnership with Sustainable Brands But Corporate Champions HaveChanged Since1997 Ranked Top 5 Companies, 1997–2016 Unilever Patagonia Interface IKEA Tesla Dow Monsanto 3M DuPont Shell M&S Walmart Body ShopBP Novo Nordisk GE Natura Toyota Question What specific companies do you think are leaders in integrating sustainability into their business strategy?
  33. 33. 32The GlobeScan - SustainAbility Survey | The 2016 Sustainability Leaders in partnership with Sustainable Brands AndRegionsHaveLocalLeaders ofTheir Own % of Experts, by Region 2 2 4 10 Interface Nestlé Unilever Tata 5 5 6 6 7 8 10 16 Starbucks Coca-Cola Tesla Vancity Walmart Interface Nike Patagonia 3 5 5 18 Coca-Cola SABMiller Unilever Woolworths 3 3 3 4 8 13 15 46 H&M Ecover BASF BMW Nestlé M&S IKEA Unilever 2 8 10 47 SABMiller Unilever Itaú Natura Asia Africa Europe North America Latin America Question What specific companies that are headquartered in your region do you think are leaders in integrating sustainability into their business strategy?
  34. 34. 33The GlobeScan - SustainAbility Survey | The 2016 Sustainability Leaders in partnership with Sustainable Brands The KeyAttributes: Values, Purpose, Business Model, Metrics % of Experts, Prompted 7 11 19 25 26 30 30 31 32 37 38 0 10 20 30 40 Sustainability strategy is closely aligned with internal culture / values Purpose integrated into core business via common brand promise Pursuing business breakthrough model that drives netpositive benefit Applying ambitious goals and measures of performance Leadership is vocally committed to sustainability Expression of sustainability strategy through products Collaborating with other organizations for system-level changes Using brand to shift consumer behavior Articulating vision for company's SD development Clear commitment to transparency Advocating for regulation/legislation to advance sustainability Question Please select the top 3 reasons that explain why you consider the company to be a leader and rank them in order of importance.
  35. 35. ThankYou!

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