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Sustainable Shoppers Buy the Change They Wish to See in the World

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Sustainable Shoppers Buy the Change They Wish to See in the World SUSTAINABLE SHOPPERS BUY THE CHANGE THEY WISH TO SEE IN THE WORLD A STRATEGY GUIDE BY Copyright © 2018 The Nielsen Company (US), LLC. All Rights Reserved. THE WHO ESTIMATES 12.6 MILLION PEOPLE GLOBALLY DIE FROM ENVIRONMENTAL FORCES OF CHANGE HEALTH RISKS ANNUALLY WITH AIR AND WATER POLLUTION REACHING DANGEROUS LEVELS ARE DRIVING SUSTAINABILITY’S MOMENTUM CORPORATE GOVERNMENT A new era of sustainability is rising and it’s touching INVOLVEMENT ACTION every corner of the world. Driven in part by IS consumers, governments, corporations and the S Corporations are stepping Sustainable legislation, I up to sustainability, aimed at cleaning up growing visible effects of pollution, sustainability R changing both the economic the earth will impact and retail landscape. global economies and C initiatives are becoming more ubiquitous, more influence production and distribution practices. N aggressive, and more expected. Looking for a better O I lifestyle, consumers are searching for options that are T healthier for them and for their homes. U L L O P CONSUMER DEMAND THE GOOD NEWS IS THAT COMPANIES CAN Consumers see the impact of BE BENEVOLENT AND BANKABLE IF THEY their purchases on the world and their health and need help making sustainable choices. UNDERSTAND THE INTRICACIES OF THESE FORCES AND REACT ACCORDINGLY. Copyright © 2018 The Nielsen Company (US), LLC. All Rights Reserved. THE CHALLENGE: SUSTAINABILITY IS A BROAD, ALL-ENCOMPASSING This report highlights what consumers care about when it comes to sustainability, the biggest TERM AND IT’S OFTEN DIFFICULT TO KNOW growth opportunities and the differences among WHERE TO START. consumer sentiments across markets. We will also highlight the forces of change moving this mega trend forward: the environmental challenges impacting people around the world and how governments and corporations are responding. Then we’ll provide strategies for companies that hope to succeed in the continuously evolving sustainability space. Copyright © 2018 The Nielsen Company (US), LLC. All Rights Reserved. TABLE OF CONTENTS THE EVOLUTION OF THE SUSTAINABLE MINDSET POLLUTION AND GOVERNMENT PRESSURES GET WITH THE PROGRAM: CONSUMERS GLOBAL POLLUTION REACHING A CRISIS POINT > 33 DEMAND SUSTAINABILITY > 5 THE EVOLVING APPROACH TO CORPORATE SUSTAINABILITY > 7 GOVERNMENT REGULATIONS IN PLAY > 35 UNPACKING THE SUSTSAINABILITY LANDSCAPE FINDING SUCCESS THROUGH SUSTAINABILITY GROWTH AT THE INTERSECTION OF HEALTHY YOUR GUIDE TO SUCCESS THROUGH SUSTAINABILITY > 39 FOR ME AND HEALTHY FOR WE > 9 WHAT DOES THE FUTURE OF SUSTAINABILITY HOLD? > 43 SPOTLIGHT: WHO’S SUCCESSFULLY CONNECTING THE SUSTAINABILITY DOTS? > 12 SUSTAINABILITY LESSONS FOR EVERY MARKET TYPE > 13 FRANCE > 14 U.S. > 18 CHINA > 24 INDIA > 28 Copyright © 2018 The Nielsen Company (US), LLC. All Rights Reserved. CORPORATE SUSTAINABILITY IN HIGH GET WITH THE DEMAND ACROSS GENDER AND GENERATIONS PERCENTAGE OF RESPONDENTS WHO SAID THAT IT IS “EXTREMELY” OR “VERY” PROGRAM: IMPORTANT THAT COMPANIES IMPLEMENT PROGRAMS TO IMPROVE THE ENVIRONMENT CONSUMERS 80% DEMAND 81% OF MEN OF GLOBAL SUSTAINABILITY RESPONDENTS 81% OF WOMEN In a recent global online survey, a whopping 81% of global respondents feel strongly GEN Z that companies should help improve the 80% environment. This passion for corporate 15 -20 MILLENNIALS responsibility is shared across gender lines 85% 21 - 34 and generations. Millennials, Gen Z and Gen GEN X X are the most supportive, but their older 79% 35 - 49 counterparts aren’t far behind. BABY BOOMERS 72% 50 - 64 SILENT GENERATION 65% 65+ Source: The Conference Board® Global Consumer Confidence Survey, conducted in collaboration with Nielsen Q2 2017 Copyright © 2018 The Nielsen Company (US), LLC. All Rights Reserved. WHO’S MOST ENTHUSIASTIC FOR COMPANY-DRIVEN FACING RAPID URBANIZATION AND A GROWING DISPARITY ENVIRONMENTALISM? BETWEEN CLASSES, MANY Emerging market consumers, many of whom are dealing with PEOPLE IN EMERGING MARKETS environmental hazards in their everyday lives. In search of better ARE EXPERIENCING THE solutions, it’s no surprise that these consumers are more demanding of companies. HARSH REALITY OF POLLUTION IN THIS POST-MODERN TOP COUNTRIES WHERE CONSUMERS DEMAND INDUSTRIAL AGE. AS A RESULT, CORPORATE SUSTAINABILITY SUSTAINABILITY HAS BECOME PERCENTAGE OF RESPONDENTS WHO SAID THAT IT IS “EXTREMELY” OR “VERY” IMPORTANT THAT COMPANIES IMPLEMENT PROGRAMS TO IMPROVE THE ENVIRONMENT BY COUNTRY AN URGENT OPPORTUNITY FOR COMPANIES TO CONNECT 97% 96% 95% 94% 94% 94% 94% 92% 92% 92% 92% WITH CONSUMERS WHO ARE EXCITED ABOUT CHANGE. AN INDIA CHILE PERU REGAN LEGGETT, MEXICO BRAZIL PAKIST COLUMBIA INDONESIA PHILIPPINES VENEZUELA ARGENTINA EXECUTIVE DIRECTOR, Source: The Conference Board® Global Consumer Confidence Survey, conducted in collaboration with Nielsen Q2 2017 THOUGHT LEADERSHIP AND This opportunity hasn’t gone unnoticed, and the strategies employed FORESIGHT, GLOBAL MARKETS by corporations to date have been influential in driving sustainability NIELSEN forward. Copyright © 2018 The Nielsen Company (US), LLC. All Rights Reserved. THE EVOLVING APPROACH TO WHAT’S GROWING IS THE BOLDNESS CORPORATE SUSTAINABILITY OF THE MARKETING MESSAGES AND From pledging to eliminate single-use plastics to using artificial intelligence to THE COMMITMENTS THAT BRANDS build greener production processes, companies large and small are feeling the ARE WILLING TO TAKE. WE’RE SEEING pressure from consumers and governments to be both reactive and proactive in their sustainability strategy. A BIGGER TREND TOWARDS ‘VISIBLE AND EMOTIONAL SUSTAINABILITY’— This notion of corporate sustainability isn’t new for many companies, particularly BRANDS TAKING A STANCE ON global multi-nationals, but it’s both evolved and gained steam in the last four to five years. SOCIAL AND POLITICAL ISSUES AND MAKING MAJOR COMMITMENTS TO CORPORATE SUSTAINABILITY GAINS STEAM OVER LAST FIVE YEARS ELIMINATE WASTE. AT THE MOST NINETY-NINE FOOD EXTREME END, WE SEE BRANDS ONLY 20% OF S&P 500® 65% OF SALES MANUFACTURERS, COMPANIES, A MULTI- REPRESENTED BRANDS RETAILERS AND BEING PERSONIFIED—BEING INDUSTRY STOCK GROUP USING SUSTAINABLE ASSOCIATIONS HAVE REFERENCED AS ‘BRAVE BRANDS’ OR OF LARGE CAPITAL U.S. MARKETING. SIGNED THE UK BASED COMPANIES, A 10 YEAR BASES STUDY PLASTICS PACT. ‘HERO BRANDS. CHOOSE TO DISCLOSE SHOWS ONLY 5% OF ALL WINNING INNOVATION THEIR ENVIRONMENTAL, INITIATIVES TESTED CONCEPTS TESTED BY 85% OF S&P 500 SOCIAL & GOVERNANCE INCLUDED SUSTAINABLE BASES INCLUDE: ECO- COMPANIES DISCLOSE CRYSTAL BARNES, (ESG) INFORMATION. BENEFITS-INCLUDING FRIENDLY PACKAGING, THEIR ESG STATUS. NATURAL AND ORGANIC. LESS PACKAGING, SVP, GLOBAL RESPONSIBILITY NATURAL INGREDIENTS, ALMOST A QUARTER (22%) & SUSTAINABILITY PLANT BASED. OF 2018 SUPER BOWL ADS NIELSEN WERE SOCIALLY-CHARGED. PRE - 2013 2013 2014 PRESENT Source: Nielsen BASES, Governance & Accountability Institute, http://www.wrap.org.uk/, The Nielsen Sustainability Imperative Report 2015 Copyright © 2018 The Nielsen Company (US), LLC. All Rights Reserved. In the public eye, retail and manufacturing industries are collaborating with governments to make major commitments to reduce waste — particularly single-use plastics. Adjacent industries such as fast-food, restaurants and food delivery organizations are also jumping on the bandwagon — rolling out plans to curb plastic by eliminating utensils or straws, to coordinating with local service organizations to ensure un-purchased food goes to underserved communities. FIVE CURRENT SUSTAINABILITY STRATEGIES FOR RETAILERS AND MANUFACTURERS REDUCE AND / OR REFORMULATE REVAMP THE SUPPLY CHAIN DIVERSIFY THE PRODUCT 1 PACKAGING AND INGREDIENTS 2 AND / OR SUPPLIERS 3 AND / OR VENDOR PORTFOLIO 4 UPDATE AND / OR CHANGE 5 INTEGRATE SUSTAINABILITY INTO EXISTING BUSINESS MODELS CONSUMER TOUCHPOINTS AND MARKETING The more companies embrace sustainability, the more they change the product and retail landscape. Consumers are constantly reacting to and evolving in this space, growing more sophisticated. In order to stay relevant, companies will need to ensure they are putting consumer needs at the center and doubling down on their marketing and execution strategies. Copyright © 2018 The Nielsen Company (US), LLC. All Rights Reserved. GROWTH AT THE INTERSECTION OF HEALTHY FOR ME AND HEALTHY FOR WE Consumers aren’t just demanding that companies make changes to better the world. As their conscientiousness grows, they’re also making a E ABIL few adjustments themselves. C IT EN Y T NI O THE MAJORITY (73%) OF CONSUMERS SAY E S V P N E THEY WOULD DEFINITELY OR PROBABLY O N C D CHANGE THEIR CONSUMPTION HABITS TO ORORGANICC ALL-NATURAL L REDUCE THEIR IMPACT ON THE ENVIRONMENT. GMO-FREE C RUELTY-FREE That doesn’t mean every sustainability trend LOW FAT NNO ARTIFICIAL E CO-FRIENDLY provides an equal opportunity for growth. There’s LOW SODIUM INNGREDIENTSS HIG H PROTEIN C ARBON NEUTRAL a wealth of sales trends globally that show that PARABEN-FRER REE GLUTEN FREE RE CYCLABLE products living in the sweet spot of “healthy for me and healthy for the world” are growing in S P S demand. As consumers weigh the choices in front R E I C of them, they view each new opportunity through N E E the lens of convenience, price and awareness. R A W A Copyright © 2018 The Nielsen Company (US), LLC. All Rights Reserved. Consumers are becoming increasingly aware of what they put into their bodies and on their skin and are also interested in purchasing—and sometimes in paying more for—products that simultaneously help the environment.
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