"Consumer Socialism": How to change the relationship of buyers and brands
People want to buy only stable brands According to the DENTSU study, released on the eve of 2022, modern consumers prefer to buy goods and services of those manufacturers that share their values.
Already now, 64% of consumers choose a brand based on its position on social issues.
And 77% intend to buy only responsible and “green” brands in the next five years.
The price does not play a decisive role: more than half of buyers (62%) choose eco-free goods, even if they are more expensive.
Every year, consumers are more and more determined: 3 out of 5 people said that already in 2022 they will begin to boycott brands that do not make any efforts to combat climate change.
And by 2030, 70% await fines and increased taxes for “non -ecological” companies.
The authors of the report call what is happening “consumer socialism” and note that these processes humanize capitalism and make it possible to achieve its greater stability.
Innovation economy “To help”: how brands build their social role Compared to global trends, Russians are still less involved in the eco -led.
Less than 60% are aware of products that harm the environment and intend to abandon them – this is the lowest indicator in the world.
27% of people in Russia sort garbage and hand over it for processing (in the world – 46%).
Also, only 31% tend to throw away less food (in the world – 41%).
Companies do not see a threat to climate change Although more and more companies are introducing stable practices, the overwhelming part does this not to prevent an environmental disaster.
The main motives are the need to meet the requirements of consumers and investors, the desire to position your business as socially responsible.
Only 19% of the leaders of the largest world companies consider climate change to threat to their organization.
The substitution of concepts occurs in terms, DENTSU experts note.
Often the phrases “ESG” and “sustainable development” are used as synonyms, although this is incorrect.
Sustainable development is a philosophy expressed in the 17 goals formulated by the UN.
ESG (environmental, social and managerial principles) is a lens through which business and investors are looking at this concept.
In a situation where these concepts become interchangeable, the agenda of sustainable development is reduced to investments and risks.
Green economy What is sustainable development? Buyers are becoming more sensitive to greenhouse Brands actively use sustainable development in their marketing.
But people treat this with increasingly wary and are not ready to trust unproven statements.
Thus, 46% of consumers in the world are looking for eco -marks on goods, and 88% note that they trust brands more who have independent certification or reporting, proven by a third -party expert organization.
“People want to see consistency in the promises and actions of brands.
In marketing campaigns, they should demonstrate not so much the declaration as what they really do.
Against the background of more active participation of consumers in solving environmental problems, brands become targets for claims.
In the UK, for example, requirements are being reviewed for what can be called eco -products in advertising.
Under the pressure of eco -activists falls under prohibitions and advertising associated with fossil fuel.
It is already banned in the Amsterdam metro, the ban will also be considered throughout France in 2022, ”says Rowena Merli, head of the global policy, sustainable development and social influence of Dentsu International.
Green economy They steamed everyone: as emissions of greenhouse gases violate human rights Marketers rely on sustainable development 91% of the respondents of the Dentsu and Microsoft Advertising survey noted that they would like the brands to more clearly demonstrate that they make a positive choice in relation to the planet and the environment.
In response to this request, companies use sustainability marketing, the purpose of which is to find a balance between economic benefit and benefit for society and the environment.
Among the most noticeable socio-ecological campaigns in Russia, Dentsu analysts distinguish five with the largest volume of media investments: “from another planet” (IKEA), “Mail.
ru pets” (Nestle Purina), #the offspring (“Agusha”), “Pure Planet” (Nivea), Natura (“Clean Line”).
The main goal of their advertising campaigns more than half (59%) of representatives of the Russian market is a solution to an urgent social or environmental problem.
Other popular reasons are a change in the behavior of the population (48%) and increasing the awareness of the population (41%).
According to the authors of the DENTSU report, an important part of the marketing of sustainability is to ensure that promises correspond to real actions, and sustainable development was not an additional attribute, but was built into the company’s DNA.
“Often, when the company is just starting to engage in sustainable development, it immediately has a desire to talk about it – marketing runs ahead of sustainable development.
This is a big risk, because it is precisely such cases that are called greenhouse: the company declares something, but does not.
Greenwitching repels consumers around the world, ”explains Natalya Beneslavskaya, head of the IKEA sustainable development and environmental protection department.
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