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Stories About Consumer Insights

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Religious Fervour, 'Green Giants,' Heartfelt Communication Abound on #SB15London, Day 2
Religious Fervour, 'Green Giants,' Heartfelt Communication Abound on #SB15London, Day 2

CLEANTECH - On Tuesday, BBMG co-founder Raphael Bemporad hosted the second morning’s plenaries at SB ’15 London. He began by highlighting the transitionary power of sustainable brands.“As we begin the conversation today, I’d like us to think about the privileged position we occupy as a force for societal and market transformation,” he said. “We are uniquely placed: We can harness the emotional power of brands to convey stories and to channel aspirations, but we also embody sustainability — we’re system thinkers, we’re innovators. When we bring these two things together, we have the power to shape culture and shape the market.”

Latest Consumer Insights Show How Brands Are Driving (and Being Driven to) Better Behavior
Latest Consumer Insights Show How Brands Are Driving (and Being Driven to) Better Behavior

PRODUCT, SERVICE & DESIGN INNOVATION - Kicking off this Monday morning workshop at SB’15 London was Raphael Bemporad from BBMG. He soon got the room buzzing with his warm welcome and introduction to the topic for the morning’s workshop: market insights related to customer attitudes and behavior.

How to Innovate on Future Product Concepts That Are Better for Your Business, Our World
How to Innovate on Future Product Concepts That Are Better for Your Business, Our World

PRODUCT, SERVICE & DESIGN INNOVATION - Workshops often vary in their composition of speaker insights, Q&As and practical activities, but Monday afternoon’s SB’15 London session with Chris Sherwin, Head of Sustainability at design firm Seymourpowell, was all about active participation. You’d expect a workshop focused on product design and innovation to be a hub for brewing and evolving ideas (from the obvious to the most far-fetched) and it lived up to expectations.

Trending: Behavior Change Campaigns Aim to Boost Recycling Rates in the US, UK
Trending: Behavior Change Campaigns Aim to Boost Recycling Rates in the US, UK

BEHAVIOR CHANGE - Organizations in the United States and United Kingdom continue to concoct clever ways to convince their citizens that recycling is worthwhile. In England, a new behavior change campaign is trying to reinforce that every little bit helps: If every Londoner recycled one extra plastic bottle a week for a year, enough energy would be saved to power Wembley Stadium for two years – a venue that can hold 90,000 people. So Resource London is asking Londoners to recycle “just one thing,” in its new “Recycle for London” campaign.

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Report: Millennials Key Drivers of Small Business Sustainability
Report: Millennials Key Drivers of Small Business Sustainability

MARKETING AND COMMS - Millennials will lead the way for small and medium businesses (SMBs) in future conversations and efforts around conservation, energy efficiency and environmental stewardship, according to a new survey by Cox Enterprises.The second annual Cox Conserves Sustainability Survey found that Millennials have a huge appetite for sustainability and will drive adoption of these practices. Millennials showed greater knowledge about sustainability than other age cohorts and a strong interest in implementing sustainable business practices, but noted that in their current roles, they lacked the influence needed to effect change.

Materiality Assessment Finds Materials, Transparency, GHGs Critical Issues for Cleaning Products Industry
Materiality Assessment Finds Materials, Transparency, GHGs Critical Issues for Cleaning Products Industry

CHEMISTRY, MATERIALS & PACKAGING - The American Cleaning Institute (ACI) released the first-ever industry materiality assessment in its 2015 Sustainability Report on Tuesday. Sustainability analytics firm Framework LLC conducted the assessment using data from across the sector’s value chain to map critical risks and opportunities, and found materials, transparency, and greenhouse gases among the top concerns for the $30 billion cleaning products industry.

Trending: Tricking People Into Making Healthier Choices
Trending: Tricking People Into Making Healthier Choices

BEHAVIOR CHANGE - A new cup will use aromas and a patented “sweet taste technology” to trick people who prefer sugary drinks into thinking they are drinking a fruit-flavored water. The Right Cup, designed to help people drink more water, will launch its crowdfunding campaign in a few weeks.

Report: Hotel ‘Greenwashing’ is Off-Putting to Customers
Report: Hotel ‘Greenwashing’ is Off-Putting to Customers

MARKETING AND COMMS - Greenwashing practices, combined with claims of corporate social responsibility, have reduced the trust of U.S. consumers who are increasingly recognizing hotels’ green claims may be self-serving, according to a new study in the Journal of Contemporary Hospitality Management, as reported by Eco-Business. All of this could cause hotels to lose valuable repeat customers.

Community Hiring: The Labour Market Advantage Is in Your Own Backyard
Community Hiring: The Labour Market Advantage Is in Your Own Backyard

ORGANIZATIONAL CHANGE - The world’s most innovative leaders know that social businesses are more profitable businessesConsumers around the world, from Vancouver and Toronto to Shanghai and New York, believe that a company’s social role goes beyond simply meeting legal requirements, complying with ethical standards, creating jobs and paying taxes. Research shows that consumers everywhere expect companies to act as social leaders, using their business expertise to lead social change.

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Nestlé Pure Life's 'Ripple Effect' Movement Encouraging Healthy Hydration Habits Among Kids
Nestlé Pure Life's 'Ripple Effect' Movement Encouraging Healthy Hydration Habits Among Kids

BEHAVIOR CHANGE - Nestlé’s Pure Life® Purified Water recently announced a new campaign dedicated to encouraging children to drink more water. A recent study from the Harvard T.H. Chan School of Public Health found that a little more than half of all children and adolescents don’t get enough hydration. Although excessive dehydration — which is rare in the developed world — is associated with serious health problems, even mild dehydration can cause issues including headaches, irritability, poor physical performance and reduced cognitive functioning.1

'Eco-Friendly,' 'Renewable,' 'Sustainable' - Are 'Green' Buzzwords Reaching, Influencing American Consumers?
'Eco-Friendly,' 'Renewable,' 'Sustainable' - Are 'Green' Buzzwords Reaching, Influencing American Consumers?

MARKETING AND COMMS - While new surveys are emerging left and right attempting to find the pulse of the ever-elusive consumer when it comes to sustainability, that stubborn attitude/behavior gap still persists. So, let’s take a few steps back … Does the growing proliferation of “green” jargon really reach a mass audience? Do these buzzwords and terms carry political baggage? Do consumers understand their meaning? And more importantly, do they stir up positive or negative feelings? Do people associate them with increased expense or better health?

Study: Millennials Are Strongest CSR Supporters in U.S.
Study: Millennials Are Strongest CSR Supporters in U.S.

MARKETING AND COMMS - Millennials are universally more engaged in corporate social responsibility (CSR) efforts, according to new research from Cone Communications. This includes everything from buying products associated with a cause they care about to using their online networks to amplify social and environmental messages.The 2015 Cone Communications Millennial CSR Study reveals that more than nine-in-10 Millennials would switch brands to one associated with a cause (91% vs. 85% U.S. average) and two-thirds use social media to engage around CSR (66% vs. 53% U.S. average).

Consumers Want Environmental Info on Product Labels: Why Now Is the Time to Act
Consumers Want Environmental Info on Product Labels: Why Now Is the Time to Act

CHEMISTRY, MATERIALS & PACKAGING - Package labels that clearly detail food product ingredients have become the norm, thanks in large part to demand from consumers who want to be able to make informed decisions about their purchases. But what about other information related to sustainability and how product packaging is sourced?Current product labels do not offer a sufficient or clear explanation of sourcing and sustainability information. We need to recognize, across all industries, that the materials used to develop the packaging of a product is equally as important as the ingredients that go inside a product. Consumers are demanding greater transparency and it is the responsibility of all of us, including manufacturers, regulators and third-party groups, to fulfill this obligation.

What Is the Payoff from Product Sustainability Investments?
What Is the Payoff from Product Sustainability Investments?

NEW METRICS - Those of us in the field may share a deep-seated belief that sustainability efforts across the product value chain pay clear dividends — but it’s nice to have proof.

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35K Californians Boycotting Produce Grown With Oil Wastewater
35K Californians Boycotting Produce Grown With Oil Wastewater

SUPPLY CHAIN - Over 35,600 people have signed a Courage Campaign pledge to boycott several popular California produce companies after news that they may be using contaminated oil industry wastewater to grow their crops.

Marketing for Social Change: How to Profitably Use Your Brand Power as a Force for Good
Marketing for Social Change: How to Profitably Use Your Brand Power as a Force for Good

MARKETING AND COMMS - Today the ethical consumer market hovers between 10 and 20 percent. These numbers haven’t moved much since the term was first popularized 25 years ago. Yet market researchers such as Edelman and Ipsos Reid tell us that more than 80 percent of Canadian consumers want companies to champion social causes, lead social change and stand for something. Companies that figure out how to tap into this latent demand for corporate social purpose stand to win big.

Study: Choice Architecture, Not More Info, Key to Healthier Purchasing Habits
Study: Choice Architecture, Not More Info, Key to Healthier Purchasing Habits

BEHAVIOR CHANGE - Recent studies suggest consumers are increasingly motivated to buy sustainable products, especially the rising generation of socially motivated millennials — that’s the headline in the sustainable business community. But we also know that it’s difficult to motivate consumers to act upon their best intentions. They may state their preference to buy organic, ethically produced products in the abstract, but their actual choice may be different at the point of purchase.

How Target Is Taking Sustainable Products Mainstream (and Working with Walmart)
How Target Is Taking Sustainable Products Mainstream (and Working with Walmart)

COLLABORATION - For years, the answer to the question “Do people really want to buy more sustainable products?” was a profound “sort of.” Surveys consistently show that we aspire to buy responsibly, and we even say we’ll pay more for environmental or socially preferable products. But purchase intent does not always translate to real sales, and companies have often struggled to make sustainable products more mainstream.

More Than 75% of Consumers Influenced By Eco-Friendly Packaging, Report Says
More Than 75% of Consumers Influenced By Eco-Friendly Packaging, Report Says

WASTE NOT - More than three-quarters of consumers claim that environmentally-sound packaging has​ an influence on the beverage brand they buy, according to ​a new global survey of some 6,000 consumers across 12 different countries.The survey, carried out this year for food processing and packaging solutions firm Tetra Pak, revealed a growing appetite among consumers for products that tick the right environmental boxes. When asked about recent purchasing habits, two-thirds said they have bought environmental products, even when they cost more, while around the same proportion have avoided specific brands or items due to environmental concerns.​​​​​​

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Sustainability, Virtuous Cycles and (Gasp!) Brand Self-Actualization
Sustainability, Virtuous Cycles and (Gasp!) Brand Self-Actualization

BEHAVIOR CHANGE - “Intrinsic growth of what is already in the organism, or more accurately of what is the organism itself ... self-actualization is growth-motivated rather than deficiency-motivated.” — Abraham MaslowConsumer expectations of sustainable business practices are higher now than ever before, with as much attention being paid to the way a company behaves as to what products or services it offers. And in our interconnected world, consumers are less tolerant of discrepancies between brand claims and news reports of unsustainable and unethical practices. The question “is this company a good corporate citizen?” is increasingly common in consumer decision-making.

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