Engaging consumers on sustainability

Sustainability and durable appliances

 

To date, only 1 in 15 durable manufacturers differentiate on sustainability, leaving ample room for companies to lead and drive consumer engagement

Consumers demand action on sustainability

81% of global respondents said it was important that companies implement programs to improve the environment.

 

Many industries are answering to consumers’ demand and able to profit from their efforts, with FMCG leading the way. Absent from the top 10 sustainability leaders are durable manufacturers.

 

Facets of sustainability in durables

  1. Sustainable product benefits - Products that last longer, products that use little energy
     
  2. Impact on local community - Supports local community programs
     
  3. Caring for workforce - Good working conditions, fair wages
     
  4. Sustainable manufacturing process - Use of renewable energy, carbon neutral processes
     
  5. Waste reduction & recycling - Environmentally-friendly packaging, use of recyclable materials, easy to dispose, avoids waste of materials

How to move forward on sustainability

  • What consumers think of sustainable is not always what is important to them. Know what aspects of sustainability matter and drive premiumization

 

  • Know where markets stand on sustainability sophistication and reflect local differences in your sustainability program

 

  • A strategy alone is not enough,  accountability and support from leadership in putting ideas into practice is key to long term success

     

Nielsen Innovation

Solutions Overview: Restaurant Capabilities

Discover a Compelling Proposition

Solution Quick Screen Rank and Sort Idea Screen
Study Type Idea Ranking Idea Ranking Idea Qualifying
Purpose Quickly Rank Ideas plus Guest Feedback Rank Ideas with Feedback across multiple occasions Evaluate & Qualify Ideas to Take Forward
Deliverable Online Results in Nielsen Studio (No Report) Full Report + Strengths & Weaknesses in Nielsen Studio + Data File Report + Data File
Factors Included 2 Factors
• Need/Desire
• Attention Catching (Uniqueness)
Note: ideas are ranked relative to each other; no database comparison
ADDITIONAL Strengths & Weaknesses Feedback Module
2 Factors
• Need/Desire
• Attention Catching (Uniqueness)
Note: No database comparison
ADDITIONAL Strengths & Weaknesses Feedback Module
4 Factors
• Need/Desire
• Advantage
• Distinct Proposition
• Attention Catching
Note: INCLUDES database comparison
Diagnostics No Diagnostics No Diagnostics No Diagnostics
Forecasting No Forecast No Forecast No Forecast
Timing
(may change based on target groups)
~24 Hours from Lockdown to Results ~10 Business Days from Field Start to Results ~15 Business Days from Field Start to Results

Develop a Compelling Proposition

Solution Quick Screen Snapshot Optimizer BASES I
Study Type Concept Screen Concept Screen Concept Optimization Concept Evaluation
Purpose Prioritize Concept(s) to Take Forward Prioritize Concept(s) to Take Forward Optimize Concept Variations into a Full Proposition Qualify & Size the Concept, with Rigor
Deliverable Online Results in Nielsen Studio + Simplified Report + Exported Verbatims File Full Report + Data File + Verbatims File Full Report + Data File + Verbatims File Full Report + Data File + Verbatims File
Factors Included 6 Factors
• Need/Desire
• Advantage
• Distinct Proposition
• Attention Catching
• Credibility
• Acceptable Costs
6 Factors
• Need/Desire
• Advantage
• Distinct Proposition
• Attention Catching
• Credibility
• Acceptable Costs
Optimize to Top 3 Concepts AND 6 Factors
• Need/Desire
• Advantage
• Distinct Proposition
• Attention Catching
• Credibility
• Acceptable Costs
8 Factors
Snapshot Factors +
• Message Connection
• Clear/Concise Message
Diagnostics Limited Diagnostics Limited Diagnostics Limited Diagnostics Detailed + Custom Diagnostics
Forecasting OPTIONAL Simplified Forecast Add-On OPTIONAL Simplified Forecast Add-On OPTIONAL Simplified Forecast Add-On Detailed Forecast Included
Timing
(may change based on target groups)
~10 Business Days from Lockdown to Results ~20 Business Days from Field Start to Results ~35 Business Days from Field Start to Results ~30 Business Days from Field Start to Results

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