A more sustainable life
24 Jan 2022
Consumers are moving into new habits that will bring future impact. The new behaviors have to be considered when analyzing the direction of the business and reviewing the portfolio of innovations.
Sustainability has become a very important issue on the agenda since the pandemic and has to be considered strategically by companies, because almost eight out of 10 consumers think that they are not doing enough to care for the environment.
This implies that companies have the obligation to take action, and the opportunity to differentiate themselves. Because according to global data from the Kantar BrandZ ranking, the brands that increase their value have superior performance in terms of their environmental, social and employee responsibility.
Kantar’s Sustainable Transformation team launched its global foundational study, interviewing more than 30,000 consumers from 35 countries, including Argentina. The analysis, which is based on the reference framework of the United Nations Sustainable Development Goals (SDGs), identifies which are the areas that require immediate action and how businesses can make it easier for consumers to make a sustainable purchase decision.
“Sustainability problems are not limited to the environment: in Argentina, social issues such as poverty top the list of concerns. Secondly, there is concern about water contamination and the lack of access to clean and safe water”, they explain from Kantar.
And they add that “consumers, more informed and involved than ever, feel more empowered and with the ability to change reality with their daily actions. In fact, almost half have stopped buying a brand because they disagree with the way it treats the planet, society or its employees.
Consumers are moving towards new and sustainable habits that will have an impact in the future. The new behaviors have to be considered when analyzing the direction of the business and reviewing the portfolio of innovations.
Some examples of behaviors that buyers are taking are:
–Avoid products with plastic packaging or over-packaging.
–Buy sustainable products from certified sources (fair trade fairs, organic producers).
–Buy more sustainable products (for example, reusable capsules).
–Buy less clothes (repair or buy second-hand).
“Consumers are willing to do things that have to do with their day-to-day life and that have an impact on a benefit for the home,” Kantar experts say.
For companies it is important to realize that “people are willing to make efforts, such as taking their bags to the supermarket, reusing packaging or separating recyclable waste from organic waste. However, good intentions are not always transformed into changes in habits: there is a gap between values and actions, because on a day-to-day basis, there are other priorities”, they indicate from Kantar.
When changing their purchasing decisions, consumers face many barriers: sustainable products are often more expensive and are not available in all stores. “Companies have to listen to the consumer and understand what they have to do to facilitate sustainable purchasing decisions. Some people need an economic stimulus, others simply need more clarity in the information”, say the experts.
According to the experts, the study leaves several lessons to be taken into account by companies:
Sustainability has become a business imperative, an opportunity for differentiation: you have to think about winning, not just not losing.
Consumers are becoming more aware and are demanding that brands act more responsibly: action is needed.
The issue of sustainability exceeds environmental issues, and varies according to each category: each brand must find the territory where it can play.
Consumers are willing to make efforts that translate into a benefit for their immediate environment: it is necessary to understand what they are valuing.
Brands must identify and remove the barriers that prevent changes (Cost / Availability): facilitate the purchase decision.