3 key take-aways

Key take-aways

A year of mass disruption and the huge focus on health has not changed the subject of sustainability.

The temptation for manufacturers and retailers is to switch to survival mode during the pandemic and target just that one major message. But consumers’ response to this upheaval and the heightened importance of ‘home’ has been to cherish their personal values even more and think hard about what is important.

No company can afford to ignore the fact that sustainability is now a leading concern for an increasingly broad - and young - audience.

Manufacturers must align their product and marketing strategy – but not just against the background of sustainability in general. Real success in this area lies in clearly differentiating which measures have priority depending on the category and consumer audiences. For retailers, the priority is to clearly communicate their sustainability contribution to the customer.

Creating trust is the top priority in all areas.

Increasing numbers of shoppers are actively looking for solutions to allow them to make a difference in their drive for a greener lifestyle. Not offering them the solutions they crave would be fatal in the medium and long term, as you watch your consumers switch their spending to competitors eager to innovate and target sustainable shopping solutions.