How to leverage sustainability to increase business profitability
2 – relationship “Consumers, in general, prefer a sustainable business or product.” Guido Bauer, the CEO of Green Globe
2 - responsibility “Sustainability concentrates on energy/water/waste, community, heritage and corporate social responsibility. Doing well in all four categories places a company into a whole different light with consumers,” Bauer, an advocate of certified sustainability, told me. “According to our in-house data, certified companies reduce operating cost by 6.8% per year and are able to reach on average a million more consumers with communicating sustainability in the correct way.”
2 - relationship A recent global consumer survey by Unilever (a British-Dutch consumer goods company behind such brands as Lipton, Ben & Jerry’s, Dove and Knorr) cites a $1 trillion market opportunity for businesses that effectively market themselves as eco-innovators. In fact, 21% of those polled by Unilever said, “they would support brands that clearly conveyed the sustainability aspects of their products through their marketing and packaging.”
BillerudKorsnas - https://www.billerudkorsnas.com/about-us/billerudkorsnas-stories/all/giving-consumers-what-the-want
BillerudKorsnas Consumer panel 2017
4 willing to pay more - class They asked people all around the globe, asking consumers how well they understand packaging sustainability in a report.
- 72% are willing to pay more for packaging with sustainable benefits
- Proof to say they want more sustainability in their packaging and surrounding their products
- Not one single organisation, it’s a combination with several companies that can offer something new to consumers if the companies and brands are prepared to go the extra mile for sustainability.
2017 Cone Communications CSR Study - http://www.conecomm.com/research-blog/2017-csr-study
4 consumer package relationship - 87% will purchase a product because a company advocated for an issue they cared about and 76% will refuse to purchase a company’s products or services upon learning it supported an issue contrary to their beliefs
BOOKS –
Shelf life: Supermarkets and the Changing Cultures of Consumption – Kim Humphery
- ‘The package is an extremely important substitute for the personal relationship that people desire’ p65
- ‘Now the package must do its own selling job, and for that reason a great deal more interest must be taken in proper packaging of merchandise’ p87
- ‘The package must ‘get attention, aroused interest, create desire, get action’’ p87
Shopping with Freud – Rachel Bowlby
- ‘Humans are duped and drugged into a spurious consumerly conformity and happiness’ p2
- ‘In one, s/he has no choice: the choice is imposed, even if it feels like spontaneous desire’ p3
- ‘Consumption became the salesman’s constant question: what will make this person buy?’ p95
- ‘Mind is assumed to be infinitely vulnerable and impressionable’ p99
- ‘Simply has to be persuaded that its wants are not whimsical but sensible’ p100
- ‘Forms of marketing address which are making an ‘emotional’ appeal can be divided between these two modes: the warning (look what you lack) and the promise (look what you can have or what you can be). In the first case there is a threat to an implicitly attainable or former integrity which you risk losing; this may take the form of physical appearance or social standing’ p 101
The Ethical Consumer edited by Rob Harrison, Terry Newholm, Deirdre Shaw
- ‘It is important to recognise that consumption is itself an areas through which people learn the meanings of what it is to act morally’ p23
- ‘If consumers judge that companies are behaving badly, they can and will bring them to their knees’ p89
- ‘Having information condensed into a single label from trustworthy and reliable source would be helpful’ p 159
- ‘Ethical issues are becoming more important in how people judge companies’ p195
- ‘Social responsibility becomes more of a background quality that isn’t necessarily vigorously promoted’ p229
Design for society by Nicholas Whiteley
- ‘Design is seen as playing a crucial role in shaping likely consumer preferences … for entire product concepts.’ p23
- ‘Presumes the public to be passive and easily manipulated; and implicitly that they would be wholly rational consumers if given a fair chance.’ P30
- ‘The materialism of consumer-led design testifies to private affluence on a substantial scale.’ P41
- ‘You have power in the marketplace only if you have sufficient money; many groups in society…have a minimal income and so are excluded from the marketplace. Consumer-led design does not – and cannot – deal with the needs of these people because there is no profit in them.’ P42 ***
- ‘Many designers are deeply suspicious when they hear talk about such notions as ‘the designer’s social responsibility’.’ P43
- ‘Consumers expect either a financial incentive or a personal reward for their ‘enlightened’ choice.’ P53
- ‘There is a wide spread resentment towards the concept of paying more purely for ecological reasons and, if a financial advantage is not forthcoming, a personal reward in the form of a kudos or status is sought.’ P53
- ‘Over a third of the total plastics production is used for packaging.’ P72
- ‘It seems that it is government legislation, allied to public pressure, that will make the significant difference.’ P84 – in relation to the designers responsibility / problems with it
- ‘Even when recycled materials are used in the packaging of Green products, the guiding principles must be ‘less is more’ – and this has aesthetic implications.’ P90 – perceptions of packaging?
- ‘’Ethical consuming’ helps to make people realise that consuming is a political act – it may even be the nearest most people come to feeling they are active participants in the political process.’ P130
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