2. Find the most effective means of change
You can uncover what’s behind these perceptions for each of the 42 sectors. We have identified four key marketing aspects that are essential to creating engagement around sustainability.
- strategy
- innovation
- Activation
- impact
We used consumer language to ask people about specific brands in these categories, dig deeper into their perceptions, and compare them to averages across categories.
These key learnings will help brands in each sector understand what tools they should focus on to most effectively engage people.
For example, the Meat Alternative Protein product, which scored 76%, shows that although it performed well in terms of strategy, average activation and lack of visibility in this area were its weaknesses. This will highlight areas that need improvement and ensure increased ROI levels.
3. Align global and local strategies from the beginning
However, perceptions of the sector can vary widely from country to country. By correlating the similarities and differences between the 33 markets covered, we can identify manageable clusters of countries with the same comprehensive sustainability commitments to undertake.
Let’s take the financial services/banking/insurance sector as an example. The global index is 48, placing it at the top of the world sector rankings. However, in Poland it ranks in the top three sectors with an index of 71. Australia ranks in the lower middle of the pack with an index of 27. However, Mexico has a negative index of –. 33.
It’s just one area, but perceptions vary widely from country to country. We thus demonstrate the value of being able to have an integrated global overview with specific local dynamics to guide focused action.
4. Actively address issues of greenwashing and social wash
We asked people if they had seen or heard false or misleading information about sustainability, including both greenwashing and social washing. We were surprised by the results, and not in a good way.
52% of consumers said they have seen or heard false or misleading information about sustainable actions taken by brands. The worst culprit is identified as social media, with 60% of people agreeing. However, even though the pet food category was the least relevant, he still received a score of 42%. There is a long way to go before all sectors are seen to act reliably and have a significant positive impact on sustainability.
5. Embrace changing behavior in your field
Any good news? 63% of people said they have tried brands that have a more positive impact on the environment and society. Additionally, 50% of people said they have reduced or stopped purchasing certain products that they perceive to have negative effects.
However, there remains a wide gap in values and behavior between people who want to make sustainable choices and those who actually make them. Looking at this by category, for example, in packaged snacks, the difference is 62%. This reflects a missed opportunity in this area to provide, communicate and substantiate the sustainable options that consumers are seeking.
Alarmingly, the more people seek out sustainable brands, the greater the correlation with feeling those brands are greenwashed, potentially pushing these sustainable brands out of consideration. It becomes more sexual. Which brings us back to square one.
Therefore, it is even more important to understand sustainability correctly. The impact of sustainability issues on people’s lives will continue to grow, so if we can provide the right solutions that people want to try, adopt, embrace, and champion, their propensity for change will likely be the same. It is high.
And this really is a two-way street. Brands that rank highly in the Kantar Sustainability BrandZ Index have increased their brand value by 31% year over year. By focusing on creating shared value – something that benefits brands, people and the planet – you can future-proof your business and drive meaningful change.