Post by account_disabled on Feb 27, 2024 6:57:00 GMT
A new global study released by Unilever revealed that consumer interest and commitment to sustainability has translated into a more than $1 trillion market opportunity for brands that can effectively and transparently market the sustainability of their products. . Sustainable marketing with wind in its sails. To obtain this data, a survey was conducted of 20,000 adults in Brazil, India, Turkey, the United Kingdom and the United States to find out how concern for sustainability affects their purchasing decisions and use of products. The study results reveal an unprecedented opportunity for companies that get it right. 21% said they would support brands that clearly convey the sustainability aspects of their products through their marketing and packaging. “This research confirms that sustainability is not only good for companies. In fact, it has become essential,” said Keith Weed, director of marketing and communications at Unilever. He added that to succeed globally, especially in the emerging economies of Asia, Africa and Latin America, brands must go beyond traditional focus areas such as product performance and affordability. They must act quickly to demonstrate their social and environmental credentials, and show consumers that they can be trusted with the future of the planet and communities. “The biggest challenge to our ongoing shift to be more sustainable is marketers. “We regularly survey staff to check our progress around sustainability, and marketing is 20 percentage points behind the rest of our business when it comes to embracing these changes,” explained Karen Hamilton, global vice president of sustainable business at Unilever . He added that marketers seem too slow when it comes to adopting sustainability in their activities. Marketers know that we are asking them to think with a completely different mindset, and that can be very discouraging. The results of our brands in the Sustainable Living Plan show that there is real value in having a sustainable model. Oxfam research and policy advisor Katherine Trebeck said the short term holds brands back when it comes to embracing sustainability. The British would not care if 94% of brands disappeared, according to the Havas Media brands with meaning report , which also states that people believe that only 3% of brands improve their quality of life.
Unilever commissioned an international study New Zealand WhatsApp Number on how consumers feel about sustainable goods. Research showed that a large percentage of consumers around the world (including the United States) are actively seeking out sustainable products and companies that use responsible practices. According to Unilever estimates, ensuring that the market for sustainable goods currently stands at $2.65 trillion, generates more than $1 trillion in opportunities for brands that can effectively communicate the sustainable attributes of their products. This confirms that the public has high expectations of brands when it comes to having a positive social and environmental impact. Likewise, the study reveals the unprecedented opportunity for companies that take advantage of sustainability. The study asked 20,000 adults in five countries how their sustainability concerns affect their decisions in the store and at home. The results give a more accurate picture than ever of what people buy and why. More than one in five (21%) of respondents said they would actively choose brands if they made their sustainability credentials clearer on their packaging and marketing. This represents a €966 billion opportunity in a total €2.5 trillion market for sustainable goods. The magnitude of this opportunity is also reinforced by Unilever 's financial performance . Of their hundreds of brands, Dove, Hellmann's and Ben & Jerry's have integrated sustainability into both their purpose and their products, achieving nearly half of the company's global growth in 2015. They are also growing 30% faster than the rest. In most companies, the development of sustainability strategies has been entrusted to non-marketers. Marketers must find ways to include sustainability in their strategies to improve results. Start working with sustainability and social responsibility (CSR) professionals in the field to understand the issue. Acquire the set of skills necessary to develop a sustainability strategy. Use digital marketing tools to help plan a long-term sustainable strategy. Find ways to integrate sustainability into brand positioning. Research shows that companies that take sustainability seriously are outperforming their peers.
In a Nielsen survey, 66% of global consumers said they would pay more for sustainable brands, with 73% of millennials agreeing. Unilever confirmed that, five years later , it is on track to meet the vast majority of the objectives of its Sustainable Living Plan, the company's strategy to achieve its growth vision. Sustainability is helping your progress, generating more trust and reducing costs. Since the launch of the Sustainable Living Plan , Unilever has helped around 482 million people improve their health and hygiene, including handwashing, oral hygiene and, with this, improving self-esteem. Most foods and beverages met or improved benchmarks based on national nutritional recommendations, and 34% met the highest nutrition standards. Examples of brands that use sustainability in their strategies Levi's Waterless Levi's took into account the intensive use of water in the jeans manufacturing process and created WaterLess, a production line of jeans made with less water. The collection has meant saving 16 million liters of water. A Levi's jeans, only during the finishing process in which the unique color and look is achieved, is subjected to an average of 3 to 10 washing cycles, which means the expenditure of approximately 42 liters of water per unit. WaterLess products reduce water consumption by an average of 28% and up to 96% for some products in the line, since washing processes were reduced, being replaced by wetting cycles, in which ozone was incorporated in instead of water in the Stone Wash process. Since launching WaterLess in 2011, the brand has saved more than one billion liters of water in the manufacturing process, including 30 million liters of water saved through reuse and recycling. By 2020, the Levi's brand aims to manufacture 80% of its products using WaterLess techniques. Levi's WaterLess Example Levi's WaterLess Example Starbucks Shared Planet This project constitutes the brand's commitment to operating in ways that are positive for people and the planet. Shared Planet is Starbucks' commitment to purchasing only the highest quality coffee, sourced in accordance with ethical sourcing principles and grown in accordance with responsible practices, thereby reducing our environmental footprint and combating climate change. In Spain, as part of their recycling project, they have introduced and increased the use of ceramic cups to replace cardboard cups, saving around 23,793 kilos of paper in just 6 months.
Unilever commissioned an international study New Zealand WhatsApp Number on how consumers feel about sustainable goods. Research showed that a large percentage of consumers around the world (including the United States) are actively seeking out sustainable products and companies that use responsible practices. According to Unilever estimates, ensuring that the market for sustainable goods currently stands at $2.65 trillion, generates more than $1 trillion in opportunities for brands that can effectively communicate the sustainable attributes of their products. This confirms that the public has high expectations of brands when it comes to having a positive social and environmental impact. Likewise, the study reveals the unprecedented opportunity for companies that take advantage of sustainability. The study asked 20,000 adults in five countries how their sustainability concerns affect their decisions in the store and at home. The results give a more accurate picture than ever of what people buy and why. More than one in five (21%) of respondents said they would actively choose brands if they made their sustainability credentials clearer on their packaging and marketing. This represents a €966 billion opportunity in a total €2.5 trillion market for sustainable goods. The magnitude of this opportunity is also reinforced by Unilever 's financial performance . Of their hundreds of brands, Dove, Hellmann's and Ben & Jerry's have integrated sustainability into both their purpose and their products, achieving nearly half of the company's global growth in 2015. They are also growing 30% faster than the rest. In most companies, the development of sustainability strategies has been entrusted to non-marketers. Marketers must find ways to include sustainability in their strategies to improve results. Start working with sustainability and social responsibility (CSR) professionals in the field to understand the issue. Acquire the set of skills necessary to develop a sustainability strategy. Use digital marketing tools to help plan a long-term sustainable strategy. Find ways to integrate sustainability into brand positioning. Research shows that companies that take sustainability seriously are outperforming their peers.
In a Nielsen survey, 66% of global consumers said they would pay more for sustainable brands, with 73% of millennials agreeing. Unilever confirmed that, five years later , it is on track to meet the vast majority of the objectives of its Sustainable Living Plan, the company's strategy to achieve its growth vision. Sustainability is helping your progress, generating more trust and reducing costs. Since the launch of the Sustainable Living Plan , Unilever has helped around 482 million people improve their health and hygiene, including handwashing, oral hygiene and, with this, improving self-esteem. Most foods and beverages met or improved benchmarks based on national nutritional recommendations, and 34% met the highest nutrition standards. Examples of brands that use sustainability in their strategies Levi's Waterless Levi's took into account the intensive use of water in the jeans manufacturing process and created WaterLess, a production line of jeans made with less water. The collection has meant saving 16 million liters of water. A Levi's jeans, only during the finishing process in which the unique color and look is achieved, is subjected to an average of 3 to 10 washing cycles, which means the expenditure of approximately 42 liters of water per unit. WaterLess products reduce water consumption by an average of 28% and up to 96% for some products in the line, since washing processes were reduced, being replaced by wetting cycles, in which ozone was incorporated in instead of water in the Stone Wash process. Since launching WaterLess in 2011, the brand has saved more than one billion liters of water in the manufacturing process, including 30 million liters of water saved through reuse and recycling. By 2020, the Levi's brand aims to manufacture 80% of its products using WaterLess techniques. Levi's WaterLess Example Levi's WaterLess Example Starbucks Shared Planet This project constitutes the brand's commitment to operating in ways that are positive for people and the planet. Shared Planet is Starbucks' commitment to purchasing only the highest quality coffee, sourced in accordance with ethical sourcing principles and grown in accordance with responsible practices, thereby reducing our environmental footprint and combating climate change. In Spain, as part of their recycling project, they have introduced and increased the use of ceramic cups to replace cardboard cups, saving around 23,793 kilos of paper in just 6 months.