Eric Block On Responsible Branding

According to the newly released The Regeneration Consumer Study, two-thirds of consumers in six countries say that “as a society, we need to consume a lot less to improve the environment for future generations” and that they feel “a sense of responsibility to purchase products that are good for the environment and society”.

In a statement, Mark Lee, Executive Director at SustainAbility said, “Our economy and natural environment are facing unprecedented stresses as scarce resources are stretched to meet growing needs.  Through the Regeneration Consumer Study, we are revealing how consumer attitudes, behaviors and collaboration can help enterprising brands as they work to innovate smarter, safer, cleaner and greener solutions.”

The findings are based on an online survey of 6,224 consumers across Brazil, China, India, Germany, the United Kingdom and the United States conducted in September and October 2012.

Among other key insights in the global consumer research:

• Nine in ten consumers believe it is extremely or very important for companies to address safe drinking water.
• 67% are interested in sharing their ideas with companies to help them develop better products or create new solutions.
• 75% of consumers globally agree they would purchase products that are environmentally or socially responsible if they didn’t cost more.

The study also draws five key implications for marketers to connect with these consumers who are demonstrating strong desire for responsible brands.  In summary, they are:

1.  Deliver total value.

2. Connect back story to brand story

3. Embrace sustainable brand innovation.

4. Harness consumer collaboration.

5. Unleash the power of tribes.

Read a copy of the research report here.

Congratulations to the drivers behind the research and their sponsors.  Learn about the developers and their sponsors below:

Developed by BBMG, GlobeScan and SustainAbility, The Regeneration Consumer Study is an in-depth online survey of consumer attitudes, motivations and behaviors relating to sustainable consumption among 6,224 respondents across six major international markets (Brazil, China, Germany, India, the United Kingdom and the United States) conducted in September and October 2012. Drawn from consumer research panels, global data are comparable to having a margin of error of +/- 1.3 percent. Analysis of country-level data reflects a margin of error of +/- 3.1 percent.

The study is part of the The Regeneration Roadmap, a collaborative and multi-faceted thought leadership initiative designed to engage the private sector in advancing sustainable development by improving sustainability strategy, increasing credibility and delivering results at greater speed and scale.

Presenting Sponsors of The Regeneration Roadmap are BMW Group and SC Johnson. Sponsors include Cisco, DuPont, Interface and Pfizer. The Regeneration Consumer Study is sponsored by Brown-Forman, Campbell Soup Company, Itau, L’Oréal, Shell and Starbucks.