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Offering Ethicality & Sustainability in Household Care
Datamonitor, May 2011, Pages: 216
The volume of information available regarding ethical and environmental issues has manifested in a growing number of global consumers not only acknowledging the urgency of such problems, but accepting personal responsibility to address them. In turn, industry players have acknowledged that environmentalism is now a key battleground in the fight to win the hearts and minds of consumers
Features and benefits
- Identify the most important sustainability-aligned consumer developments, and understand how these affect household care choices in 20 countries
- Improve your marketing by following best-practice guidelines enabling more effective targeting with ‘on-trend’ products and relevant communications
- Better meet changing expectations across the value chain as companies adopt a sustainable stance across the household products sector
- Evidence-led insight helps users reduce risk and make high quality decisions about an industry defining, ‘game changing’ issue
Highlights
- Globally, consumers have moved into a more reflective and concerned phase of consumption, even in spite of ongoing financial considerations. Individuals have adopted a stronger ethical/environmental stance (certainly attitudinally), and have slowly begun to adapt their consumption patterns to fall in line with their ethical beliefs
- Comparing proprietary Datamonitor research waves from 2009 and 2010 reveals a 15 percentage point increase in respondents choosing household care products with ethical/environmental benefits ‘all’ or ‘most of the time’
- Datamonitor’s Green Consumer Survey conducted in June 2010 found that a majority of respondents were either unsure about (24%) or simply did not know (31%) what a ‘carbon footprint’ is. Only a small minority (7%) report having had their carbon footprint calculated
Your key questions answered
- To what extent are consumers' concerned about sustainbility issues? How is this influencing actual behavior
- How important are issues relating to ethics and sustainability in the broader hierarchy of factors shaping product choices? What are the motivators?
- What are the core barriers limiting consumer adoption of more sustainable household cleaning and laundry products? How do they vary by country?
- How can my company and brands best capitalize on this industry defining trend?
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