2. We Asked…
How is environmental or social impact playing
a role at the corporate level, and at the product
level in driving innovation for you?
How are you communicating about and
measuring results of your sustainable
innovation and what is the result?
How are you collecting consumer insight and
is it enough?
Are you actively working to shift consumer
demand/behavior, and if so, how?
3. Member Survey Responses to Date
Unilever Green Mountain Coffee
Molson Coors Sprint
Wilsonart UPS
MOM Brands Kendall-Jackson
Dell eBay
Target Williams-Sonoma
Nestle Purina Philips Consumer Lifestyle
Mars Caesars Entertainment
Coca-Cola 3M
Johnson & Johnson
4. Do You Currently Have a Formal Commitment at
the Corporate Level to Include Sustainability as a
Innovation Design Criteria?
28%
72%
5. What is Driving That Corporate
Commitment to Sustainability
46%
31%
31%
77%
15%
31%
46%
54%
6. Do You Have a Formal Commitment at the
Product/Service Level to Include Sustainability as
Part of Your Innovation Design Criteria?
83% 17%
7. How Pervasive is Sustainability Driven
Product/Service Level Innovation?
The example I cited
related to an outlying
product level brand
27%
Some other brands at our
company have, or are now
looking at sustainability
Many other brands at our 64%
company have. or are now 9%
looking at sustainability
Most other brands at our
company have, or are now
looking at sustainability
8. What is Driving Product/Service
Level Drivers
46%
54%
69%
39%
31%
31%
8%
12. Measurable Impacts of Internal
Product/Level Communication
71%
79%
0%
14%
21%
50%
0%
13. Are you measuring response to external communications, and if so, are
you willing to share details of how you are measuring results and/or
specific results with other members?
Yes, may be
willing to share
Yes, not able to
share
Yes, willing to
share
No
14. What External Research Do You Currently Use to
Understand Emerging Trends in Consumer Sentiment
Related to Sustainability?
11%
56%
22%
22%
22%
44%
0%
22%
22%
15. Do You Do Proprietary Research on
Customer Attitudes
47%
53%
19. Are You Willing to Share Methodologies or Findings From
Your Customer Research on Customer Attitudes/Behavior?
20. Are You Willing to Serve as a Resource For Other Members
Who Are Looking to Establish a Sustainable Innovation
Strategy?
21. To Discuss Results in Further Detail, or to
Recommend Additions to Future Member
Studies, please contact Patrick McCartan at
patrick@sustainablelifemedia.com
Hinweis der Redaktion
Hello to Brazil
Do you have a formal commitment at the CORPORATE level to include environmental or social impact assessment/improvement as part of the design criteria for innovation efforts?
CORPORATE level commitment driven mostly by executive order/leadership, while shareholder demand is generally NOT seen to be a driver
Formal commitment at the PRODUCT/SERVICE level to include environmental or social impact assessment/improvement as part of the design criteria for innovation efforts?
Importantly, innovation on the PRODUCT/SERVICE level is no longer an total outlier; however, at most companies, innovation for sustainability has not yet penetrated the majority of brands/products/services
On the PRODUCT/SERVICE level, the sustainability and brand teams are the most common drivers, though the landscape of drivers gives mixed signals
CORPORATE level commitment is being communicated both externally and internally, with clear, measurable and positive results. Only one outlying member brand has yet to document positive impacts from external communication…
…while everyone is finding value in internal communications
External communication generally garners favorable reactions from customers and the media, while investors, suppliers and channel are largely non-responsive (that was actively indicated by survey respondents)
Innovation on the PRODUCT/SERVICE level is thoroughly communicated both internally and externally, with some interesting results. Internal communication generates buzz, exec support and pride, but not necessarily energy for experimentation in other brands/products
This question pointed to the need to encourage/enable better metrics, and also tees up an important discussion about when/where/how it is good business to share insight with other members
Only half (53%) are currently fielding any custom research designed to help understand their customers' views about sustainability as a driver of purchasing preference
The vast majority (80%) don’t feel their company currently has all the insight it needs to pursue its sustainable innovation strategy
Only 40% are currently fielding any research or initiative(s) related to influencing behavior change within their customer base
Areas of behavior change being targeted by members is interesting. Reducing food waste gets as much attention as water and energy conservation. No member companies seem to be encouraging collaborative, consumption or seeking to de-value designed obsolescence at this point and only a couple of companies are focusing on encouraging service or experience-based business models vs. product purchasing.