THE SUSTAINABILITY IMPERATIVE - KEYS - A WEBINAR SERIES BY IPSOS 28th April 2022
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THE
SUSTAINABILITY
IMPERATIVE
KEYS – A WEBINAR SERIES BY IPSOS
28th April 2022
WATCH the recording
AGENDA
Wa
THE SUSTAINABILTY CONTEXT
Simon Atkinson
Chief Knowledge Officer, Ipsos
SHIFTS & SENTIMENTS IN SOUTH EAST ASIA
Usana Chantarklum
Country Manager, Ipsos in Thailand
WATCH the recording
SPEAKING TO CONSUMERS
Chris Murphy
Global President, Brand & Market Strategy, Ipsos
THE SUSTAINABILITY OPPORTUNITY
Youmna Ovazza
Managing Partner, Strategy 3, Ipsos in France
2 ‒ © Ipsos | KEYS Webinar April 2022
THE SUSTAINABILITY CONTEXT Simon Atkinson
THE SUSTAINABILITY CONTEXT The Current Dynamic
Climate Change
#1 value uniting the world
77% “have already
noticed” the effects of
climate changeClimate Change Q: Here is a list of some things that some people worry about these days. To what extent, if at all, have you worried about each one in the last 2-3 weeks?
Amongst the Area of concern A great deal / fair amount A little Not at all
things that people Your health and your family’s
health
61% 26% 8%
worry about, War or terrorism 57% 25% 12%
climate change is Not having enough money 52% 27% 14%
moderate People behaving in a way that is
nuisance / disrespectful to… 52% 29% 12%
amongst other The COVID-19 pandemic 51% 30% 14%
concerns
Education and prospects for
children and young people 50% 25% 14%
Crime 50% 27% 15%
8th Climate change 48% 31% 15%
Protecting children from
pornography on the internet 47% 21% 18%
Global Country Average Inequality or discrimination 46% 29% 18%
Q. Here is a list of some things Unemployment 44% 25% 20%
that some people worry about
these days. To what extent, if at How things are going at work 38% 27% 18%
all, have you worried about each
Growing old 36% 35% 22%
one in the last 2-3 weeks?
Relations with your partner 31% 23% 28%
Drink and drug problems 28% 21% 32%
© Ipsos | Earth Day 2022 | April 2022 | Version 1 | Public Base: 22, 534 online adults aged 16-74 across 30 countries, 18 Feb – 4 Mar 2022..
7 use Results here .THE RETURN OF INFLATION
#1 worry worldwide = Inflation
7 nations (ARG, CAN, GER, UK, POL, TK, US) have it at #1
26/27 countries more worried than last month
8‒ © Ipsos | What Worries the WorldTHE SUSTAINABILITY CONTEXT Organisation Matters © Ipsos | What Worries the World
WHAT MATTERS TO CEOs:
AN EVOLVING LANDSCAPE
Now, thinking broadly about businesses in general, what are the most important
factors you take into account when making your judgement about organisations?
38 36 36
33
31 30 30
29 28
24 24
21 21
17 17
10 11
2
Financial strength/ Business values/ Reputation/ brand Quality of management/ Sustainability Social
performance ethics/honesty Leadership responsibility
Base: British Captains of Industry (107); Interviewed May – August 2021 2018 2020 2021
10 ‒ © Ipsos | KEYS webinar April 2022THE E-S-G AGENDA Environmental Social Governance © Ipsos | Ben Page presentation H&W@W | March 2022 | Version 1 | Internal Use Only
THE E-S-G AGENDA
36%
&
% saying
38% “most
important”
26%
Q: When it comes to the role of multi-national companies
in corporate responsibility how important are each of the
following areas? Please rank the below areas where 1 is
© Ipsos | Ben Page presentation H&W@W | March 2022 | Version 1 | Internal Use Only most important and 3 is least important.
Source: Ipsos Global AdvisorCASE STUDY:
Global Business
Influencers,
Europe
© Ipsos | Coffee Talk with Country Managers, 19 April 2022 - Internal Use Only
13THE
SUSTAINABILITY
CONTEXT
Taking
Action
Download the 31-country report
14 © Ipsos KEYS
| EarthWebinar
Day 2022April
| April
2022
2022 | Version 1 | Public useCOMBATTING CLIMATE CHANGE:
A Shared Responsibility…
Globally, the public believe that governments, businesses and individuals need to play
Download the 31-country report
their part, or risk failing others.
A Global Country Average of 70% 68% say that if businesses do 68% say that if their national
agree that if individuals do not not act now to combat climate government does not act now to
act now to combat climate change change then they are failing their combat climate change then it is
they will be failing future employees and customers. failing citizens.
generations.
15 © Ipsos | Earth Day 2022 | April 2022 | Version 1 | Public useTaking action 71% say “I know what to do on a personal level” to fight climate change (But do we really?) Source: Ipsos/EDF International Observatory on Climate change and Public Opinion 16 © Ipsos | JTI presentation | March 2022 | Version 1 | Internal Client Use Only
True rank for
Q: Which three of Public perceptions reducing emissions
the following Recycling 49% 60
actions, if any, do Switching to purchasing renewable electricity 30%
you think would Less packaging 28%
have most impact Buying fewer items, or more durable items 22%
on reducing Shift to public transport 22%
greenhouse gas More energy efficient cooking equipment, using
21%
cleaner fuel or renewable energy
emissions? Fuel efficient driving practices (e.g. using the
16%
correct gear, and driving more slowly)
Global Country Average Growing or producing your own food 16%
Refurbishing and renovating housing for
15%
efficiency
Living car-free 15%
Having a vegan diet 7%
Having smaller living spaces / or co-housing to
5%
fill empty rooms
Download the Earth Day Not having pets 4%
“Perils of Perception” report
Base: 23,577 online adults across 31 countries, 18 Feb – 4 Mar 2022. NB surveyed adults aged 16-74 in 30 countries, adults aged 16-99 in
© Ipsos | Earth Day 2022 | April 2022 | Version 1 | Public Norway. *Source: Ivanova et al., 2020. Quantifying the potential for climate change mitigation of consumption options. Available here:
17 use https://iopscience.iop.org/article/10.1088/1748-9326/ab8589/pdfTrue rank for
Q: Which three of Public perceptions reducing emissions
the following Recycling 49% 60
actions, if any, do Switching to purchasing renewable electricity 30% 4
you think would Less packaging 28% 38
have most impact Buying fewer items, or more durable items 22% 46
on reducing Shift to public transport 22% 5
greenhouse gas More energy efficient cooking equipment, using
21% 9
cleaner fuel or renewable energy
emissions? Fuel efficient driving practices (e.g. using the
16% 34
correct gear, and driving more slowly)
Global Country Average Growing or producing your own food 16% 23
Refurbishing and renovating housing for
15% 6
efficiency
Living car-free 15% 1
Having a vegan diet 7% 7
Having smaller living spaces / or co-housing to
fill empty rooms
5% 31
Download the Earth Day Not having pets 4%
25
“Perils of Perception” report
Base: 23,577 online adults across 31 countries, 18 Feb – 4 Mar 2022. NB surveyed adults aged 16-74 in 30 countries, adults aged 16-99 in
© Ipsos | Earth Day 2022 | April 2022 | Version 1 | Public Norway. *Source: Ivanova et al., 2020. Quantifying the potential for climate change mitigation of consumption options. Available here:
18 use https://iopscience.iop.org/article/10.1088/1748-9326/ab8589/pdfTHE SUSTAINABILITY CONTEXT Uncertainty Changing Language Desire for Action © Ipsos | Earth Day 2022 | April 2022 | Version 1 | Public use
SHIFTS AND
SENTIMENTS IN SEA
Usana Chantarklum
April, 2022
© Ipsos | 2022 | Shifts and Sentiments in SEACountry in Focus Indonesia Malaysia The Philippines Singapore Thailand Vietnam
1 GROWING CONCERNS ABOUT CLIMATE CHANGE © Ipsos | Global Trends Presentation | January 2020 | Version 1 | Strictly Confidential
NEARLY
of South East Asian (SEA) consumers agree that
90%
Climate Change is a serious THREAT to the economy
and quality of life
© Ipsos | Doc Name | Month Year | Version # | Public | Internal/Client Use Only | Strictly Confidentialof Thais agree that “we are heading for
93% Global Country Average: 83%
environmental disaster unless we
change our habits quickly.”
24 ©Global
Source:
Ipsos | SEA Ahead: Shifts & Sentiments
Trends Survey 2021, Sample for Thailand, n=1,000.Climate change is ALREADY impacting on our environment, impacting our country’s productivity and well-being
The Key Causes for Climate Change are mainly due
to Human Activity, so considering the Seriousness
of the Concern, do we need to Do More?THERE IS A CLEAR EXPECTATION THAT
BUSINESSES ARE INVESTING IN
SUSTAINABILITY…NOW.
71%
of Thais agree that ‘if businesses do not act now to combat climate change,
they will be failing their employees and customers.’A WAKE-UP CALL FOR THE SUSTANABILITY AGENDA
Young consumers are willing to play a part in sustainability because they care for the environment
We are seeing a commitment to
developing sustainable approaches for the
environment among both “Global” and
“Local Giant” Companies
For example: Roadmap to Net ZeroIncreased renewable energy Reduce water withdrawal in Reused and Recycle
consumption water-stressed area PackagingTHE KEYS ABOUT SUSTAINABILITY IN SEA 1. Clear Sustainability Programs and Initiatives in SEA are now Table Stakes. 2. STORY-DOING is More Important than Story-TELLING. 3. PROVE Your Impact to a Discerning and Questioning Public. © Ipsos
THANK YOU
Usana Chantarklum
April, 2022
© Ipsos | 2022 | Shifts and Sentiments in SEAIPSOS ESSENTIALS Understanding how people deal with environmental concern Chris Murphy
Where you live impacts what you prioritize
Top Concerns – First or Second Priorities
Rising Prices / Inflation The COVID-19 Pandemic The Conflict in Ukraine
35 © Ipsos 2022
Q: There are a number of challenges we may face today. Which of these concerns you the most? Q: Of the items remaining, which of these concerns you the most?
Base: Global Country Average: 10521, AU:502, BR:500, CA:1003, CN:500, FR:1002, DE:501, IN:1000, IT:501, JP:503, MX:502, ZA:502, SK:501, ES:501, UK:1002, US:1001Many are in survival mode:
2 in 3 are concerned about being able to pay their bills
“Oh my god. My son left his light “Inflation is seriously insane. Gas “The price of vegetables in
on all day. So that’s just money prices are almost $5 a gallon… it’s Shanghai is two-to three-fold more
going down the drain isn’t it?” more than doubled. than usual. So far, I have been
quarantined due to lockdown for 7
The biggest stress of my life is
days. The first pressure now is I
money. I am always worried how I
am going to pay the bills.” can’t earn money in this situation.
The second is how to survive.”
36 © Ipsos 2022In that context….
Environmental concerns are less pressing in the moment
Top Concerns – First or Second Priorities
Environment / Climate Inflation/ Finances Conflict in Ukraine /social unrest /political COVID-19 / Health Crime and violence
28% 23% 23% 20% 18% 17% 15% 15% 15% 14% 14% 13% 11% 10% 8%
Fra nce Australia India Germa ny China Italy South Korea Canada United US Me xico Spain South Africa Brazil Japan
Kingdom
* Multi mention question may total to more than 100%
*Wave 57 Feb 10-13 2022 Global Country Average 10530
Q: There are a number of challenges we may face today. Which of these concerns you the most? Q: Of the items remaining, which of these concerns you the most?
© Ipsos
Base: Global 2022
Country Average: 10521, AU:502, BR:500, CA:1003, CN:500, FR:1002, DE:501, IN:1000, IT:501, JP:503, MX:502, ZA:502, SK:501, ES:501, UK:1002, US:1001
37I added
Still…underneath our immediate worries, heading.
a long-term unease lingers
83%
“We are heading for environmental
disaster unless we change our habits
quickly”
38 © Ipsos 2022
38 Source: Global Trends Survey, 24,332 adults aged 16-75 (18-75 in US and CA) in 25 markets interviewed August - September 2021Leveraging our global Essentials survey, we
have begun to classify like-minded citizens
39Groups emerge across a continuum based on passion for the environment
…along with a sense of urgency
Disengaged Conflicted
Denialists Skeptics Contributors Pragmatists Activists
“The environment is at a critical stage – the world must act now”
26% 36% 45% 56% 66%
40 © Ipsos 2022Taking them one by one….
Disengaged Conflicted
Denialists Skeptics Contributors Pragmatists Activists
19% 16% 18% 29% 17%
How they feel: Degree of concern & sense of urgency
41 © Ipsos 2022What they Do
Doctor Do Little, Good Intentions, and Walking the Talk
Disengaged Denialists Low Impact Pragmatists
85% Use low energy light bulbs
83% Recycle as much as possible
X Recycle as much as possible
High Impact Activists
X Use low energy light bulbs
X Not driving/having a car
64% Not driving/having a car
X Eating a mostly plant-based diet
58% Eating a mostly plant-based diet
42 © Ipsos 2022“Generally, brands need to think
about sustainability as a co-benefit
…not ‘the’ benefit”
Dr. Pippa Bailey
Head of Climate Change &
Sustainability Practice UK
© Ipsos 2022
43 © Ipsos | Essentials Report March 10 to 13, 2022, Fieldwork: For the Exclusive Use of SubscribersRecap & Implications for Brands
Even as we attend to the urgent priority of near-term survival, environmental impact
is on the rise as a brand driver.
We can apply “co-benefit” thinking by segment
Denialists Skeptics Conflicted Pragmatists Activists
Some potential when environmental impact is positioned as Will pay premium
a (secondary) co-benefit
44 © Ipsos 2022THE SUSTAINABILITY
OPPORTUNITY
Ipsos Keys Webinar
Youmna Ovazza – April 28th, 2022
© Ipsos | Doc NameSustainability:
Introducing the
consumer perspective
46 ‒To create value for the business from Sustainability,
companies must expand their perspective to the Outside-In
perspective of consumers
• Complying with
regulations
« Say-Do » • I buy the product or
Inside-Out Gap service that better meets Outside-In
perspective • Managing impact on my immediate need perspective
(the Company view) • Sourcing & = (the Consumer view)
• I buy what I can afford to
Suppliers Citizen vs buy as well!
• Operations
• HR Consumer
• Governance…
Value Gap
47 ‒How can businesses create
consumer value with
sustainability?
48 ‒ © Ipsos | Doc NameInspiration for
• Digital has transformed
action companies over the past 20
years
The Digital • What we learned along the way
can inspire how to approach
Transformation sustainability
case
49 ‒Key drivers for change
Engaging
Owning a Cross-
Offer- Valuable Test and Employees
Specific Functional
Driven Use Cases Learn and Partners
Territory Vision
50 ‒Focusing on 3 drivers today for illustration
Engaging
Owning a Cross-
Offer- Valuable Test and Employees
Specific Functional
Driven Use Cases Learn and Partners
Territory Vision
51 ‒It’s all about the offer,
Offer- not the demand:
Driven
Need for business proactivity
52 ‒ 52 ‒The Digital Transformation Case
Consumers didn’t expect
the Internet, mobile
Offer-driven
phones, the iPhone,
social networks and
Youtube… as well as they
didn’t expect cars
53 ‒What does it mean on Sustainability ?
Companies need to be proactive and start first
Offer-driven
Do not wait for consumer
expectations, they don’t
know!
54 ‒Inspiring example: Beyond Meat
Beyond Meat develops
plant-based burgers,
sausages, meatballs…
Offer-driven
55 ‒Gadget offerings don’t work:
Valuable Real value doesn’t come « on
Use Cases
top », it must be by design for
consumers to buy and use the
product/service repeatedly
56 ‒ 56 ‒The Digital Transformation Case
Mobile data and
Valuable Use Cases
internet traffic didn’t
take off until the
iPhone launch in
2007
1st smartphone with Internet
access – Nokia, 1996
57 ‒What does it mean on Sustainability ?
Do not focus on Sustainability as a goal but as a MEANS
Valuable Use Cases
to better address core &
unmet consumer needs
58 ‒Inspiring example:Tommy Adaptive, by Tommy Hilfiger
Valuable Use Cases
“80% of customers who
purchased from our Adaptive line
were new. That led to additional
purchases. Just because they
bought an adaptive shirt didn't
mean they needed adaptive pants.”
59 ‒Engaging
Employees
Training and engaging
and Partners employees and business
partners
60 ‒ 60 ‒The Digital Transformation Case
Engaging employees and partners
External consultants or experts can
help you move fast first, but you
won’t get far without training
and engaging employees & key
partners in your ecosystem, as
changing ways of working and Shifting the business model from a paper
catalog losing money in 2014 to a
processes is a key success factor. profitable online e-commerce business in
2017 involved a huge internal
transformation, engagement (16%
shares for the employees) & training
program
61 ‒What does it mean on Sustainability ?
Engaging employees and partners
Start joint initiatives with key partners
Involve employees & partners
in your sustainability roadmap
to build engagement
62 ‒Inspiring example: Back Market
Online marketplace specialized in repackaged electronic goods.
Engaging employees and partners
1200+ resellers.
Their selective reseller quality
criteria & independent evaluation on
environmental & social practices by
a Certifying organism are driving
more premium brands to work
with them (Dyson, Bosch,
Marshall or Apple via
Brightstar/Likewise).
63 ‒3 learnings to build on
1. Sustainability is an OPPORTUNITY for businesses to create value
through consumer-centric innovation
2. Sustainability should be embedded BY DESIGN, as a means to create
different products/services
3. 20 years of digital transformation have taught us a few lessons we
can build on to inspire unique sustainability approaches
64 ‒Thank you.
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