2022年英国消费者可持续发展基准报告---Glow（英文版）.pdf

2022 UK Brand Sustainability Benchmark Report November 2022 Food a higher percentage of these groups agreed that it is very important for businesses to act responsibly. Summary Expectations Brands Drivers Communications Resources Strictly private leading brands are gaining twice as many consumers. 1 in 4 consumers say they have switched food and grocery brands in the last 12 months based on perceptions of a brand’s ESG credentials. Further analysis at a brand level, based on the specific brands that consumers claim they have switched away from or into, identified nett ESG driven switching %s for each brand. The results are clear - the brands perceived to have the best credentials are benefiting most with the top brands receiving twice as much shift as average performing brands. Is your brand gaining or losing customers? Q: Food & Grocery brand switching behaviour in the last 12 months based on social & environmental behaviour. % switching customers - nett of started/stopped using a specific brand based on ESG credentials/those aware of the brand Consumers say they have started using F&G brands based on the brand’s ESG behaviour. 1 in 4 Consumers say they are switching into the top 10 F&G brands at twice the rate of the average. X 2 % Nett Switching Consumers Social Responsibility Score (SRS) Summary Expectations Brands Drivers Communications Resources Leading Food & Grocery brands. 07. Brands Strictly private & confidential. Copyright Glow 2022. Q: Top & bottom 5 industries by social responsibility score, compared to the average score for all industries. The Food & Grocery industry is one of the leaders in social and environmental responsibility. The food and grocery industry is deemed by consumers to be one of the industries leading the way to a more sustainable future. It ranks third of 20 industries measured in this research, behind pharmacies and supermarkets & convenience stores. Consistent with previous Glow research in both the UK and other markets, Social Media Platforms are viewed as the most socially irresponsible industry. Rank % Difference(vs. average of all industries measured) #3 / 20 +55% of the top 20 most sustainable brands according to consumers are F&G brands. F&G brands represent c. 60% of all the brands measured 70% Summary Expectations Brands Drivers Communications Resources Strictly private & confidential. Copyright Glow 2022. Consumers have an opinion about your brand. Individual consumers have a valid and clear opinion about brand ESG credentials. Over 7 in 10 (71%) consumers had a strong opinion about the brands they were aware of, with the top brands performing twice as well as the bottom brands. The distribution of scores pivots around an average SRS of 38, with an elongated tail towards the higher scores. This indicates that a few brands are doing exceptional things in the area of social and environmental responsibility to clearly differentiate themselves from the pack. Source: Social Responsibility Score by brand across FMCG brands, perception based on brands consumers are aware of Food and Grocery brand average SRS* =38 7 in 10 consumers have a point of view on your ESG credentials. 71% The top 10 F&G brands score twice as highly as the laggards. x 2 Gen Z and Baby Boomers are the harshest critics scoring brands on average 16% lower. -16% Summary Expectations Brands Drivers Communications Resources Strictly private & confidential. Copyright Glow 2022 Source: SRS by brand across FMCG brands . Where does your brand sit? Example brands in the distribution of scores. The leading brands score above 45 and are detailed on the next page. Gen Z more sceptical Gen Z tend to have a more unfavourable opinion of leading brands, rating them on average 7 points lower than the average across age groups, indicating a level of skepticism towards even the most progressive brands. Boomers have lost their patience At the other end of the spectrum, Boomers give by far the lowest scores (-9) to the bottom brands indicating a higher level of frustration with brands that are dragging down the industry. Food and Grocery brand average SRS* =38 ConfectioneryBrand Soft Drink Brand Warburtons Gillette Schweppes Imperial Leather McCain Colgate Ben & Jerry’s Kellogg’s Nescafe Leading brands L’Oreal Household Cleaning Brand Summary Expectations Brands Drivers Communications Resources Strictly private & confidential. Copyright Glow 2022. The most responsible F&G brands, according to UK consumers. The top 20 most socially and environmentally responsible F&G brands according to consumers span a range of categories from household cleaning and laundry products to plant based meat, coffee and toilet paper. The majority have strong environmental programs and several also have a focus on specific social or governance aspects. For example supplier welfare (Pact Coffee), doing the right thing (One Water, Who Gives a Crap) and health & wellbeing (Simple, Dove) To find out where your brand stands, request a data demo at socialresponsibilityscore.com Summary Expectations Brands Drivers Communications Resources Strictly private & confidential. Copyright Glow 2022. Q: Where do you normally learn about a company or brand s environmental and social programs and behaviour? As one of the first green brands in the UK, it is perhaps not surprising to find that Ecover is perceived by consumers as the #1 Food and Grocery brand among all the brands we track, achieving an SRS 57% above the F&G industry average. The core focus for the brand is the E of ESG, with strong messaging and programs around creating products that do not harm the environment, educational programs to maximise the life of clothing and bottle refilling programs to reduce plastic and packaging. What people like about Ecover’s social and environmental behaviour: Using natural products to make their products Their whole branding is focused on being eco friendly Female / 55-65 years Yorkshire Female / 18 - 24 yearsEast Midlands Spotlight Ecover. They are focused on being sustainable with their packaging and offer refills of their products Male / 25-34 years East Anglia Summary Expectations Brands Drivers Communications Resources Strictly private & confidential. Copyright Glow 2022. Q: Where do you normally learn about a company or brand s environmental and social programs and behaviour? Started by two friends in the US, Method disrupted the cleaning category with their combination of bold packaging, personality and purpose. Their appeal to UK consumers is clear with the brand taking #2 spot behind sister brand Ecover. Method exemplifies passion and purpose with a strong mix of environmental benefits (plant based ingredients, 100% recyclable plastic), governance commitments (greensourcing) and social initiatives that showcase young eco-change makers and celebrate diversity and inclusion such as the ‘drag cleans’ campaign. What people like about Method’s social and environmental behaviour: Product testing, ingredients, packaging Environmentally friendly cleaners which work well Female / 25-34 years West Midlands Female / 45 - 54 yearsNorthern Ireland Spotlight Method. No animal based products or testing Female /55-64 years South East Summary Expectations Brands Drivers Communications Resources Strictly private & confidential. Copyright Glow 2022. Q: Where do you normally learn about a company or brand s environmental and social programs and behaviour? Paper product brand Who Gives A Crap’s punny take on being good for your bum and the world is resonating with consumers, enabling them to take the #6 position in brand rankings with an SRS 33% above the F&G industry average. Though overall brand awareness is relatively low, those who know them really get their combination of purpose and sustainable products, even if they aren’t customers. What people like about WGAC’s social and environmental behaviour: Recycling focus & build toilets where they are needed Transparent business practices Environmentally friendly products & give % of profit to charity Female /65+ years East Midlands Male /45-54 yearsLondon Female / 25-34 years East Anglia Spotlight Who gives a crap. Summary Expectations Brands Drivers Communications Resources Strictly private & confidential. Copyright Glow 2022. Q: Where do you normally learn about a company or brand s environmental and social programs and behaviour? Dove is an example of a top 20 brand that focuses on a different part of ESG, the S or social contribution. Dove is best known for its real beauty initiatives, a range of programs designed to promote positive body image, self-esteem, diversity and inclusion amongst both adults and children. Their work with youth is increasingly pertinent given growing challenges around mental wellbeing, self-confidence and body image amongst this audience. What people like about Dove’s social and environmental behaviour: Defending women and giving them positivity They are making natural products and encouraging body positivity which is great Female / 45-54 years North West Male/ 25-34 yearsEast Anglia Spotlight Dove. It’s campaign helping young girls and women with the perception of their image, beauty, and self worth Female/ 25-34 years London Summary Expectations Brands Drivers Communications Resources Total Generation Gender Income Gen Z Millennials Gen X Boomers Male Female Under £50k Over £50k Strictly private & confidential. Copyright Glow 2022. Source: SRS score by demographics for each brand. Even the leading brands have specific cohorts of fans and detractors. Even amongst the leading brands in the same category, there can be differences in perception across demographic groups, making it important to understand who your fans are. Example: Weetabix & Jordans Cereal are both strong brands in terms of consumer perceptions of social and environmental responsibility with both being in the top quartile of brands tracked within the Food & Grocery industry. Both brands however have distinct groups that are driving or holding back their overall performance. Jordans Cereal have a specific issue with Gen Z consumers while are strongest with Boomers. Meanwhile Weetabix is by far the strongest with Millennials in terms of ESG perception, but struggle most to convince Gen Z and Boomers. 43 53 46 46 4847 42 49 45 Total Generation Gender Income Gen Z Millennials Gen X Boomers Male Female Under £50k Over £50k Jordans Cereal SRS Weetabix SRS 43 43 4745 45 464329 47 Summary Expectations Brands Drivers Communications Resources Strictly private & confidential. Copyright Glow 2022. Perception of ESG isn’t a barrier to purchase for the leading brands. The leading brands are more effectively communicating their ESG credentials to all consumers. Analysis of the leading SRS brands shows that the difference in perception between all consumers and recent purchasers is far smaller for these brands*. Example: Ecover, one of Britain’s original eco brands is recognised for its social and environmental contribution by current buyers, previous buyers and non-buyers. In contrast the newer category entrant, Reckitt’s Botanical Origin, performs fairly strongly for current and previous buyers but sees a drop-off in SRS of 30% between prior buyers and non-buyers (vs. 8% for Ecover). This suggests Botanical Origin may have a barrier to purchase given it’s lower sustainability credentials amongst those that have never purchased. *Confirmation bias is observed in the perceived ESG performance for all brands. Brands that have been purchased recently receive significantly higher scores than those brands people haven’t tried. Given the benchmark nature of the data produced by this program this effect is cancelled out when assessing the relative performance of brands. Summary Expectations Brands Drivers Communications Resources Strictly private & confidential. Copyright Glow 2022. Even in the current economic climate, where the cost of living is a significant concern, social and environmental performance still matters. Now more than ever, brands that want to retain and win customers need to stand for something. With prices rising across the board, even well-off consumers will be looking for opportunities to trade down to save money. As such, customers need a compelling reason why they shouldn t swap your brand for a cheaper alternative. Along with quality, sustainability concerns are likely to be a key factor consumers consider in this context. Mike Johnston Managing Director Data Products Summary Expectations Brands Drivers Communications Resources Strictly private & confidential. Copyright Glow 2022. Are you reaping the rewards of changing behaviour? Are you ahead (or behind) your key competitors? Summary Expectations Brands Drivers Communications Resources Who are your sustainability advocates (and detractors)? Are perceptions a barrier to purchase? Are you benefitting or losing from ESG led switching? What drives ESG perception. 04. Drivers Strictly private & confidential. Copyright Glow 2022. What is most important to consumers differs by industry. There are 13 key drivers that influence consumer perception of a brand’s ESG credentials. These drivers are consistent across industries but different in importance based on industry. The 13 Environmental (E), Social (S) & Governance (G) drivers have been developed from 18 months of research, using over 100k data points across 3 markets and have been derived from investigation of over 40 issue areas. The drivers enable brands to undertake detailed diagnostics and action planning. Summary Expectations Brands Drivers Communications Resources Strictly private & confidential. Copyright Glow 2022. Consumers want the major focus from F&G brands on Environmental areas. 3 of the 4 environmental issues are deemed to be of the highest importance group for Food and Grocery brands to focus on. Alongside these two key governance drivers are also of very high importance to consumers in this industry. The specific drivers that are most important in impacting overall ESG perception for Food & Grocery brands are: ● Doing the right thing ● Respecting & protecting natural resources ● Reducing emissions & climate change ● Reducing plastic and managing waste ● Taking care of supplier welfare The expectations of consumers are weighted towards the E (Environment) and G (Governance). This balance shifts across industry type, but for food and grocery brands it is clear that focusing on reducing environmental impacts, doing the right thing and looking after suppliers are key drivers of industry performance. Understanding overall industry priorities and your brand’s performance against them is critical for developing or optimising ESG strategies since it highlights the wa