Community Updates

Brands for Good, Ipsos Partner to Uncover Global Insights, Trends on Consumers' Adoption of Sustainable Behaviors

Published 3 years ago | About a 5 minute read

Image: Ketut Subiyanto/Pexels

(July 8, 2021)– SB Brands for Good, a multi-brand collaboration led by Sustainable Brands™, where leading global brands are working to use their collective influence to drive sustainable behavior change at scale, has announced a new partnership with Ipsos to expand its consumer research globally. SB Brands for Good and Ipsos will partner to conduct its annual Socio-Cultural Trend Research, generating insights on consumer opinions around and adoption of sustainable behaviors.

Through annual and quarterly research, SB Brands for Good measures consumers' self-reported gap in their sustainable lifestyle ambitions and actual behaviors (the “intention-action gap”) across the Nine Most Impactful Sustainable Behaviors, measuring the general population, as well as the individual brand level for SB Brands for Good partners. Each brand receives a “Good Life” score based on how well they are perceived in helping consumers achieve their own “Good Life.” The research also has uncovered insights around gender and race inequities, consumers’ mental health, and attitudes around climate and human health, at a time of unprecedented cultural change.

“Ipsos has been part of the Sustainable Brands community for some time, and it is a delight to partner with such a well-regarded research global powerhouse,” said KoAnn Skrzyniarz, founder and CEO, Sustainable Brands. “We look forward to learning from each other and are confident our collaboration will bring meaningful value to our community.”

The research to be conducted in Q3 2021 as part of this partnership will look to measure year-over-year trends on the intention-action gap, as well as focus on:

Assessing consumer values around environmental and societal sustainability
Measuring consumer perceptions of brands and brand actions towards accelerating the adoption of sustainable behaviors
Comparing the behaviors of consumers who use different SB Brands for Good Partner brands, giving these brands the opportunity to understand how their consumers have already adopted sustainable behaviors, and where they want or need more encouragement

Circularity by Design: How to Influence Sustainable Consumer Behaviors

Join us Thursday, December 5, at 1pm ET for a free webinar on making circular behaviors the easy choice! Nudge & behavioral design expert Sille Krukow will explore the power of Consumer Behavior Design to drive circular decision-making and encourage behaviors including recycling and using take-back services. She will share key insights on consumer psychology, behavior design related to in-store and on-pack experiences, and how small changes in the environment can help make it easy for consumers to choose circularity.

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“It’s been just two years since SB Brands for Good launched and we are seeing increased momentum and desire to take our innovation framework of tools, workshops, resources and research to a global audience,” remarked Etienne White, VP of Brands for Good at Sustainable Brands. “It’s a delight to begin this global journey with the consumer research, with Ipsos as our newest partner.”

“Sometimes we come across a partnership that really excites us, not just because the research subject area is stimulating, but also because it speaks directly to our personal passions,” said Natalie Lacey, Chief Research Officer, Ipsos. “The core of our partnership is bringing the voice of the public front and center to issues like sustainability and how to affect decisions taken by brands.”

Brands that are interested in generating brand-specific data and insights from this research should reach out to [email protected]; before July 26th, 2021 in order to be included in the 2021 annual study.

SB Brands for Good is a collaboration of leading global brands including Procter & Gamble, Target, PepsiCo, Visa, CVS Health, McCormick & Company, General Mills, BlueTriton Brands (previously Nestlé Waters), Tetra Pak, HP Graphic Arts, Bumble Bee Foods, The Clorox Company, Mastercard, and Johnson & Johnson Consumer Health. For more information about SB Brands for Good, visit www.sbbrandsforgood.com.

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About SB Brands for Good

SB Brands for Good is on a mission to make sustainable living easier and more rewarding for people around the world. It is working with experts on the leading edge of sustainability, innovation and marketing to harness brand influence to make sustainable lifestyles more attractive, attainable, and enduring. Convened by Sustainable Brands, Corporate Partners of SB Brands for Good include Procter & Gamble, BlueTriton Brands (previously Nestlé Waters), Target, PepsiCo, Visa, CVS Health, McCormick & Company, General Mills, Tetra Pak, HP Graphic Arts, Bumble Bee Foods, The Clorox Company, Mastercard, and Johnson & Johnson Consumer Health. Contributing Partners include Ipsos, WeSpire, Futerra, Porter Novelli, and The Guardian. Visit www.SBBrandsforGood.com for more information or to join the movement.

About Sustainable Brands

Sustainable Brands is the premier global community of brand innovators who are shaping the future of commerce worldwide. Since 2006, our goal has been to inspire, engage, and equip business leaders and practitioners who see social and environmental challenges as an essential driver of brand innovation, value creation, and positive impact. We believe that - 1. Brands are uniquely positioned to align business and society on the path to a flourishing future; 2. Those brands that embrace this challenge will prosper in the 21st century; 3. Accomplishing this challenge requires a new way of seeing the world - along with a new set of skills, tools, and collaborators. For more information visit SustainableBrands.com.

About Ipsos

Ipsos is the third-largest market research company in the world, present in 90 markets and employing more than 18,000 people. Our passionately curious research professionals, analysts and scientists have built unique multi-specialist capabilities that provide true understanding and powerful insights into the actions, opinions and motivations of citizens, consumers, patients, customers or employees. Our 75 business solutions are based on primary data coming from our surveys, social media monitoring, and qualitative or observational techniques. “Game Changers” – our tagline – summarizes our ambition to help our 5,000 clients navigate with confidence our world of rapid change. Founded in France in 1975, Ipsos is listed on the Euronext Paris since July 1, 1999. The company is part of the SBF 120 and the Mid-60 index and is eligible for the Deferred Settlement Service (SRD). ISIN code FR0000073298, Reuters ISOS.PA, Bloomberg IPS:FP www.ipsos.com.