Who cares, who does?: https://www.gfk.com/products/gfk-sustainability-concern-and-action
Green Gauge: https://www.gfk.com/gfk-green-gauge
Presentation slides: https://www.gfk.com/hubfs/Crisis%20as%20catalyst%20staying%20ahead%20with%20green%20consumers%20-%20April%202021.pdf
Petra Stüpitz - Director of Marketing and Consumer Intelligence at the GfK, Lenneke Schils - Global Insights Director Consumer Panel and Benjamin van der Kloet, Head of Marketing at Innocent drinks, talk about "Crisis as catalyst: staying ahead with green consumers".
Foresight and major developments in the FMCG markets across Europe.
03:10 Agenda:
Crisis as a catalyst
The Home as the Green Hub
The barriers to being green
The importance of consumer trust
Business for Good @innocent drinks
Recommendations
This study, is based on two data sources, namely the "GfK's Consumer Life study" and "Who cares, who does?" (Sustainability in the FMCG area).
06:17 How are current trends in green values impacting European consumers?
Environmental awareness has developed into a core personal value
Consumers claim, that they have in total 57 personal values.
These values are e.g.:
Protecting the family
Honesty
Authenticity
The importance of preserving the environment has increased since 2016.
06:29 Whereas in 2016, preserving the environment was ranked #23 in Europe, in 2020, it was ranked #15.
What are the reasons for that?
Seeing the effects of climate change
COVID is a catalyst of climate change awareness
Nature has been rediscovered and is perceived as place to escape to
You need to differentiate between consumers based on their sustainability attitudes and activities to target them with the right products and services.
09:46 The GfK has created a consumer segmentation that is globally comparable and that consists in three types:
Jaded
Green indeed
Glamour green
12:18 Especially Gen Z mobilizes for the climate crisis: in no other age group, is this concern so high, not even when comparing with the Millennials from 2011.
14:38 How does sustainability affect the daily life of consumers?
16:27 Consumer behavior in the area of household appliances. The GfK observes a rise in the consumption of A+++ home appliances (Dish washers (68%), refrigerators (65%) and washing machines (62%))
18:12 For TVs, energy efficiency covers less of an important role. For TVs, the best energy class hardly plays a role in sales. Display quality, smart TV online app access are more important for the purchase decision.
19:30 In the area of mobility, 1% of households own an electric car. Over 50% in Europe consider an electric engine for their car.
21:17 Eco-activism in FMCG is rising: biggest concern is plastic waste
Top concerns in EU-10 are:
Plastic waste
Climate change
22:46 Top/bottom actions and behaviors by consumers
25:13 Eco-actives are open to many different solutions like: availability of organic products, carbon neutral products, products that use less water, refill systems to bring own containers to the store, availability of local products and packaging is free from single-use plastic
27:51 Consumers are waiting for eco-friendly offers that suit their lifestyle.
29:49 Affordability, convenience, information are issues for consumers to make an environmental difference.
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